SBT officially hired José Luiz Datena, one of the best-known communicators on Brazilian television. Datena debuts on the network next Monday, December 9th, as presenter of the journalistic program It’s time. On the same day, Marcão do Povo takes over the presentation of part of the First Impact.
Launched in 2024, the It’s Time is broadcast live from Monday to Friday in the late afternoon, with a focus on information and service provision. The attraction follows the public’s daily lives and seeks to make spectators’ lives easier, with the participation of Commander Hamilton and reporters in different regions of Brazil.
“Coming to SBT is fulfilling my dream of working in the house that was created by the greatest presenter of all time. Silvio Santos was and will always be my idol and my reference”, says Datena.
Mauro Lissoni, programming and artistic director at SBT, highlighted that Datena’s arrival is part of strategic planning for the broadcaster’s schedule. “This investment reinforces the broadcaster’s mission to continue innovating and delivering quality content to our viewers,” he stated.
Datena’s career
José Luiz Datena was born in Ribeirão Preto, in the interior of São Paulo, and began his career on radio as a sports announcer on the program Sports Duty. On television, he stood out with award-winning reports on the then TV Ribeirão (currently EPTV, a Globo affiliate), including two Vladimir Herzog Human Rights Awards.
In 1989, he joined Rede Bandeirantes as a sports reporter and narrator. On Record TV, from 1996 onwards, he gained notoriety directing police programs, consolidating his direct and striking style. Throughout his career, he accumulated stints at RedeTV!, Record and Band, where he worked until June 2024, when he left television to run in the municipal elections in São Paulo.
Now, Datena returns to TV as part of the SBT team, bringing her experience and connection with the public. “The arrival of José Luiz Datena marks a moment of beginning for SBT’s news, reaffirming the broadcaster’s commitment to quality and plurality in journalism”, added Lissoni.
