Beloved TV presenter Silvio Santos loses his voice during a live broadcast. His team at the SBT channel propose to have him replaced by the young and popular Gugu Liberato, but Santos is reluctant. In 1945, a young Santos turned to streethawking to alleviate a difficult financial situation.

Silvio Santos seeks refuge from the media circus that has exploded since news of his illness; his wife, Iris, insists that they seek treatment in the United States. Meanwhile, in 1958, Silvio throws all of his energy and Cidinha’s savings into “Baú da Felicidade”, his friend and boss’ business that Silvio believes is his ticket to a better life.

In the United States, Silvio Santos learns that he will have to undergo a risky surgery. Meanwhile, in Brazil, Gugu is probed by rival channel Rede Globo. Back in 1963, Silvio puts Baú da Felicidade with a questionable business decision.

In Miami, Silvio Santos becomes friends with his driver, Hector. At SBT, the network begins making plans to have Gugu take over the Sunday program in a bid to avoid bankruptcy, but they still have to notify Santos. In 1970, Santos wins an important award, but the recognition makes him see that to continue growing he must set his own course.

SBT’s maneuvering behind Santos’ back leaves him furious. In 1971, believing that he will soon be fired, Santos begins to imagine a life and career away from Rede Globo, and considers a partnership with Roberto Marinho. But his home life, and things with his wife Cidinha, is not going well.

Silvio Santos opens up to Íris about his health problem as he grapples with a haunting feeling. In 1973, the military government censures Santos’ program, forcing him to come up with an ingenious strategy to guarantee his future on television.

Silvio Santos negotiates with Gugu to rescind the contract with Globo, but that will mean getting Roberto Marinho to sign off on the deal. In 1975, Santos pushes to get a television license from the federal government, and sets out to make important friends who can help him get close to a powerful general.

Ghosts from the past return to haunt Silvio Santos as he prepares to undergo a risky surgery that, if unsuccessful, could bring about his retirement. In 1975, with Cidinha’s terminal illness weighing on him, Santos sets out to make his dream a reality.

1989. Silvio has a new lease on life and intends to enter politics, planning a campaign to become president of Brazil. But with widespread popularity, Silvio’s opponents scheme to push him out of the race. In 2010, a journalist alerts Silvio to some troubling information.

Silvio makes his campaign official, but he quickly learns that his strategies as a TV magnate don’t necessarily translate to the political arena. His opponents, meanwhile, maneuver to push him out of the race. In 2010, Silvio seeks to get in front of a bombshell story on PanAmericano.

A humiliated Silvio sets his sights on overtaking Globo’s top spot in the ratings and enlists the help of a young marketing professional. Michelly, a Mexican actress, changes the dynamic of SBT, including that of its founder. In 2010, Silvio begins to grasp the depth of the trouble at PanAmericano.

Silvio becomes obsessed with making SBT the most viewed channel in all of Brazil, embarking on a transformation that will put everything he’s built at risk. In 2010, Silvio tries to use the journalist's past as leverage to bring her on his side.

The overhaul of SBT has alienated some of the channel’s collaborators and created a hole in the budget, forcing Silvio to turn to an old competitor as part of a strategy to regain lost prestige. In 2010, the PanAmericano scandal is leaked to the press.

The ratings war between Globo and SBT ushers in a new, scandalous era of programming on Brazilian TV. Meanwhile, Silvio is forced to shift gears as a crisis hits his family. In 2010, Silvio is on the ropes as he looks at a possible jail sentence, but a potential exit out of the trouble emerges.

Silvio is unable to rid himself of problems at SBT while he deals with the kidnapping of his daughter. Making matters more complicated, Silvio seeks to handle the kidnapping on his own. In 2010, as the Federal Police become involved in the PanAmericano scandal, Rossi puts forward a possible solution for Silvio.

Patricia’s kidnappers show up at the Abravanel house, leading Silvio into a perilous encounter. The standoff results in a media circus, yet it gives Silvio the opportunity to use his communication skills to take control of the situation. In 2010, Silvio makes a costly sacrifice in an attempt to not give in to Rossi’s demands.