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.