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After 16 years at TVI, Cristina Ferreira knocks on the door, where she was already queen, and moves to the SIC. It was a bomb. In Paço de Arcos they pay him a monthly salary of 80 thousand euros and also give him the possibility of commissioning, as an executive consultant to the General Directorate of Shows of the Impresa group. It premieres on the small screen on January 7, 2019, before the station’s morning show, and has always been winning ever since. The rival, Manuel Luís Goucha, beats by many and packs the SIC to the leadership in the hearings, after more than a decade in the dark. It was unstoppable.
But the happiness quickly fades. And, taking advantage of the harassment of his first professional love, he closes the door again by changing SIC for TVI, where they give him 250,000 euros per month. The calendar marks July 17, 2020. And we have another bomb again. However, this one has judicial contours that promise to make a lot of ink flow on the court. At TVI, in addition to an (even more) millionaire contract, Cristina takes charge of the Fiction and Entertainment areas. He becomes a shareholder of Media Capital, with 2.5% of the company’s shares. Never seen before.
Living a dream, and motivated by a war with Balsemão and Daniel Oliveira, Cristina rolls up her sleeves and starts working. On several fronts, but mainly in its programming, something megalomaniac, weekly, without a specific day, in the morning and in the afternoon. ‘Cristina’s Day’ starts on September 23 and, with an investment of 300 thousand euros, ends next month. Without glory. He won in the morning, but yielded in the afternoon for Júlia Pinheiro, with rare exceptions. It did not create dynamics or encourage public loyalty. The balance is only one: no matter how good the idea is, it is a defeat in the presenter’s curriculum. And time proved me right. I have always argued here that Cristina should have protected herself. I like? Doing ‘You on TV!’ until the end of the year. And then, yes, in early 2021, it would go down to the format of your dreams. He took a risk and was wrong. He spent money and lost face. Now keep going. With less margin of error in Queluz de Baixo. But that, the Portuguese television star knows better than anyone.
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