Silvio Santos, the Greatest TV Host of All Time

Few would disagree with the answer Silvio Santos. The son of a father of Greek Jewish descent and a mother of Turkish Jewish heritage, Silvio, or rather Senor Abravanel, hails from Lapa in Rio de Janeiro.

He started as a street vendor in downtown Rio, then presented circus caravans and became a radio announcer for Rádio Nacional. Silvio only had a short stint in the profession, but it was crucial in the development of his characteristic voice.

Over time, Silvio honed his signature show, the ‘Programa Silvio Santos,’ which debuted on TV Paulista in 1962 and remains on air to this day. Having notched up 61 years, it is the second longest-running show on national television.

After three successful years on TV Paulista, the ‘Programa Silvio Santos’ joined Rede Globo’s lineup, airing on TV Globo São Paulo. It remained a highlight on TV Globo for 11 years.

The actor, announcer, and entrepreneur Manuel de Nóbrega was a significant supporter of Santos’ career. It was through him that Silvio ventured into business and began selling ‘Baú da Felicidade’ booklets. He soon acquired other enterprises, like the Vimave vehicle dealership.

From 1961 to 2022, Silvio Santos hosted the ‘Troféu Imprensa’ (‘Press Trophy’), dubbed the “Oscar of Brazilian TV” – and on several occasions received it himself.

Over time, the ‘Programa Silvio Santos’ evolved, introducing various segments to its structure. For many years, ‘Domingo no Parque’ (‘Sunday in the Park’) was its main segment for children.

Despite introducing new features into his program, Silvio always stayed traditional. For instance, ‘Show de Calouros’ (‘The New Faces Show’) was a hallmark of the ‘Programa Silvio Santos’ from the very beginning, and aired for many years.

Silvio enjoys televised electronic games and pioneered this format in the 1980s. ‘Roletrando’ was a very popular segment on his show. In the photo is the presenter Gugu Liberato, long considered to be the natural successor to Silvio Santos.

Silvio has a unique style of communication and dressing, incorporating elements that resonate with various segments of the Brazilian population. Despite becoming wealthy, he never hid his humble origins, which strongly endeared him to the audience.

In the late 1980s, the presenter Gugu Liberato – viewed by many as Silvio’s natural successor – almost moved to Rede Globo. Silvio had to counter a lucrative offer made by the Rio-based network.

Silvio always acknowledged those who collaborated with him in his work. One of the best-known is the hairdresser José Jacenildo dos Santos, better known as Jassa.

In 1989, Silvio Santos attempted a presidential run for the Brazilian Municipalist Party (PMB), but was disqualified by the Electoral Court.

SBT wasn’t only famous for its studio entertainment shows. Silvio Santos’ station also invested in drama, such as the Argentine soap opera ‘Chiquititas,’ the broadcasting rights for which were acquired from Telefe.

In 2001, Rio de Janeiro’s Tradição Samba School chose Silvio Santos as their Carnival theme. Their parade song was called ‘Today is Sunday, It’s Joy. Let’s Smile and Sing!’ and the school secured eighth place.

Patricia Abravanel, Silvio’s daughter, was kidnapped on August 21, 2001 in a case that garnered national attention. She was released unharmed and now succeeds her father as the show’s host.

Silvio always moved in powerful circles, regardless of political orientation. Here he is seen leaving the Planalto Palace after a meeting with President Luis Inácio Lula da Silva.

Silvio has been married to Iris Abravanel since 1981. Before her, he was married to Maria Aparecida Vieira from 1962 to 1977.