TV Paulista
The station was inaugurated on March 14, 1952 as TV Paulista, in a ceremony led by Vera Nunes. It was the second television station to go on air in São Paulo (the third overall station in Brazil) and the first in the country not to belong to Assis Chateubriand's Diários Associados. The first program shown on channel 5 was the telenovela Helena (with only 10 chapters), which aired minutes after the inauguration.[1] The station was created by deputy Oswaldo Ortiz Monteiro, who "passed" control of the station in 1955 to the Victor Costa Organization.
TV Paulista was the smallest television station (in terms of physical space) in São Paulo: its headquarters was limited to a small apartment in the Liège Building, at Rua da Consolação, 2570, and the studios were set up in the garage and in a space for a store on the ground floor from the same building. The kitchen was the development laboratory and the writing of texts and newscasts took place in the living room. Shortly afterwards, TV Paulista moved to Rua das Palmeiras, in the Santa Cecília neighborhood.[2]
Important names in Brazilian television were part of the station, such as Hebe Camargo and Silvio Santos. From 1959 to 1961, the station's artistic director was Mario Brasini, who wrote and directed the soap opera "Laura" and the programs: "A alma das Graças", "Estampas Eucalol", "Teledrama 3 Leões", "Boa Noite, Carmela", between others. It was also on TV Paulista that Silvio Santos launched himself as a presenter, with the program Vamos Brincar de Forca.
Between 1957 and 1966, TV Paulista maintained station affiliations in the interior of São Paulo. These were TV Santos, between 1957 and 1960, and TV Bauru, between 1960 and 1966. Facing a serious crisis, TV Paulista was acquired by Roberto Marinho in May 1965.[3] In December 1965, director Roberto Montoro was appointed, who began the transition.[4]
The programming was restructured so that the station could begin the integration process with TV Globo Rio de Janeiro, and works began on the facilities.[5] The buildings were used to found Globo's news center in São Paulo. At first, channel 5 operated as a kind of affiliate of the Rio station.[6]
TV Globo São Paulo
On March 24, 1967, the name TV Paulista was abandoned and the station was renamed TV Globo Paulista. On March 24, 1968, after the transition, its name was changed again, this time to TV Globo São Paulo.
After a fire in the building where it was based, in 1969, TV Globo São Paulo was transferred to separate studios at Praça Marechal Deodoro, 340 and Avenida Angélica, 424, in the same neighborhood, a rented property where it remained for thirty years and where productions were made. programs such as TV Mulher, Balão Mágico, Globo Rural and Jornal da Globo (the latter from 1993). In 1970, TV Globo had a commercial office on Rua Canadá, in Jardim América, which was later transferred to Alameda Santos, where Galeria Arte Global also operated.
On December 9, 1977, the station's license was renewed for a further fifteen years.[7]
On January 29, 1999, the broadcaster moved to two new medium-sized buildings specially designed and built to generate journalism and entertainment, at Avenida Doutor Chucri Zaidan, 46, in the Vila Cordeiro neighborhood. Journalism now has two 400 m² studios, in addition to the large newsroom without walls that became the setting for Jornal da Globo. Jornal Hoje also began to be produced in São Paulo (remaining in the studio until July 2001). The inauguration was attended by authorities, including the then president of the republic Fernando Henrique Cardoso, accompanied by the then president of the National Congress, federal deputy Antônio Carlos Magalhães, as well as state ministers and other guests.[8]
