TV Serra Dourada
Brazilian television station based in Goiânia, Goiás, and affiliated with SBT.
Last updated August 31, 2026
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Overview
TV Serra Dourada is a Brazilian broadcast television station serving Goiânia and a broad portion of the state of Goiás. The station operates on virtual channel 9, using UHF digital channel 20, and has been affiliated with Sistema Brasileiro de Televisão (SBT) since its launch. Its local identity is built around the Serra Dourada name, regional journalism, community-oriented service programming, and the distribution of SBT's national schedule to viewers in Goiás. The authorization for Goiânia's VHF channel 9 was granted on March 12, 1985, during the administration of President João Figueiredo, to a company led by Goiás senator Benedito Vicente Ferreira. The project was subsequently transferred to businessman José Alves Filho, who was associated with the Alô Brasil retail business and the Arisco food company and took responsibility for implementing the station. TV Serra Dourada began broadcasting on May 14, 1989. At launch, its local schedule included two news editions, Informativo Serra Dourada and TJ Goiás, the latter being a local edition of the SBT news program TJ Brasil. A central program in the station's history is Jornal do Meio Dia. Created on September 30, 1991, by Cassim Zaidem, the midday program developed a format combining local news, commentary, music, community information, and social-service segments. It became one of the station's principal local offerings and is described as an approximately 85-minute community service newscast. In addition to reporting, this type of programming gives the station a direct role in highlighting local complaints, public-service issues, traffic conditions, and requests for assistance. In 1994, financial difficulties affecting the Alô Brasil group led to the sale of TV Serra Dourada to businessman João Alves de Queiroz Filho, associated with the Arisco and Assolan food businesses. The station consequently became connected with the business group associated with its new owner. The available reference material does not establish a current corporate parent or a later ownership change, so those fields remain unspecified here. The station's original facilities were located on Pouso Alto Street in Goiânia's Campinas sector. Those premises were damaged by a fire in 1999. Around the same period, the creation of Serra Dourada FM, later identified with 99.5 FM, increased the need for a larger integrated broadcasting site. The Castorina Bittencourt Alves building in Jardim Goiás was constructed to meet that need and opened in 2002. The complex included two television studios, radio facilities, and Teatro João Alves de Queiroz. The station's transmission antenna is located at Morro do Mendanha, in the Jardim Petrópolis area. TV Serra Dourada's stated broadcast reach covers approximately 90 percent of Goiás, making it a significant regional outlet rather than a station limited to the Goiânia metropolitan area. Its business and editorial model combines SBT network affiliation with locally produced news and service content. The station has also appeared in several notable incidents connected with public events and crime reporting, including the 1999 kidnapping of Wellington Camargo, attacks on media vehicles and facilities during the 2013 Brazilian protests, and an on-air confrontation involving reporter Maycon Leão during a 2021 report about a pandemic-related traffic protest. These incidents form part of the station's documented public history but do not, on the available material, establish a corporate scandal or regulatory finding against TV Serra Dourada.
History
TV Serra Dourada traces its origin to the allocation of Goiânia's VHF channel 9 in 1985. The license was granted on March 12 of that year to a company led by Goiás senator Benedito Vicente Ferreira. The broadcasting project was later handed to businessman José Alves Filho, associated with the Alô Brasil retail business and the Arisco food company, who oversaw the station's implementation. The station was inaugurated on May 14, 1989. It entered the market as an SBT affiliate, following the loss of the network's former local affiliate TV Goyá in the preceding year. Its initial locally produced schedule included Informativo Serra Dourada and TJ Goiás, a regional adaptation of SBT's TJ Brasil news format. This established the station's continuing model: a combination of national network programming and locally produced journalism for viewers in Goiás. On September 30, 1991, Cassim Zaidem created Jornal do Meio Dia. The program became a durable part of the station's schedule and developed into an extended midday news and public-service format, combining reporting, commentary, music, community requests, and social-service information. The program's longevity reflects the importance of local service journalism in TV Serra Dourada's regional positioning. In 1994, financial problems affecting the Alô Brasil group resulted in the sale of TV Serra Dourada to João Alves de Queiroz Filho, an entrepreneur associated with Arisco and Assolan. The station thereby became connected with the business group associated with its new owner. The available source material does not provide sufficient information to document subsequent ownership or management changes. TV Serra Dourada originally operated from premises on Pouso Alto Street in Goiânia's Campinas sector. A fire damaged those facilities in 1999. The station also expanded its broadcasting infrastructure through the establishment of Serra Dourada FM, later associated with 99.5 FM. Because the original site could not accommodate the enlarged operation, a new complex was built in Jardim Goiás. The Castorina Bittencourt Alves building opened in 2002, with two television studios, radio facilities, and Teatro João Alves de Queiroz. The television antenna is situated at Morro do Mendanha, in the Jardim Petrópolis neighborhood. The station broadcasts on virtual channel 9 and uses UHF digital channel 20. Its signal is described as reaching approximately 90 percent of Goiás, giving it a statewide regional role while its production base remains in Goiânia. Its output consists of SBT programming, local news, community-service content, and regional commercial broadcasting. Several events have brought the station into public attention beyond ordinary programming. In 1999, during the kidnapping of Wellington Camargo, a body part was placed in the station's garden as a message to the victim's family. During the June 2013 protest movement, TV Serra Dourada's reporting vans and building were attacked in Goiânia. In March 2021, reporter Maycon Leão and a camera operator were assaulted while covering a protest on the BR-153 highway during pandemic-related commercial restrictions. These events are documented incidents involving the station or its staff; the reference material does not identify them as corporate misconduct or as formal scandals attributable to the broadcaster.
- 2002
Jardim Goiás broadcasting complex opened
[1]The Castorina Bittencourt Alves building opened with television studios, radio facilities, and Teatro João Alves de Queiroz.
- 1999
Original facilities damaged by fire
[1]A fire affected the station's original premises in Goiânia's Campinas sector.
- 1994
Ownership transferred to João Alves de Queiroz Filho
[1]Financial difficulties at the Alô Brasil group preceded the sale of the station to João Alves de Queiroz Filho.
- 1991
Jornal do Meio Dia created
[1]Cassim Zaidem created the station's long-running midday news and community-service program.
- 1989
Station inaugurated
[1]TV Serra Dourada began broadcasting on May 14 as an SBT affiliate, with local news among its inaugural programming.
- 1985
Goiânia channel 9 license granted
[1]The authorization for VHF channel 9 in Goiânia was granted on March 12, initiating the project that later became TV Serra Dourada.
Products and positioning
A Goiás-focused broadcast station combining SBT network programming with locally produced journalism, community service, and regional news coverage.
Local television news · 1991
Jornal do Meio Dia
TV Serra Dourada's principal midday local program, created in 1991 by Cassim Zaidem. It combines regional reporting with commentary, music, community information, and social-service features. The program is described as lasting about 85 minutes and is designed to connect news coverage with practical assistance for viewers.
Local television news · 1989
Informativo Serra Dourada
One of the station's inaugural local news editions, introduced when TV Serra Dourada began broadcasting in 1989. It represents the station's original commitment to locally produced reporting alongside SBT network content.
Regional television news · 1989
TJ Goiás
A Goiás-focused local edition of the TJ Brasil news format that formed part of TV Serra Dourada's launch schedule. It adapted the network news model for regional audiences.
Network television broadcasting · 1989
SBT affiliate programming
TV Serra Dourada has carried SBT programming since its inauguration. The affiliation supplies national network content while the station adds local journalism, public-service segments, and regional commercial inventory for Goiás viewers.
Brand decisions
2002
Move to an expanded Jardim Goiás complexStrategyBackground
A 1999 fire affected the original premises, while the creation of Serra Dourada FM increased the space required for the combined broadcasting operation.
Action taken
The station moved into the newly built Castorina Bittencourt Alves building in Jardim Goiás, which included two television studios, radio facilities, and a theater.
Aftermath
The new complex became the station's principal production base and supported both television and radio operations.
1989
Launch as an SBT affiliate with local newsStrategyBackground
The new Goiânia station entered the market after the SBT affiliation previously associated with TV Goyá had ended. It needed to combine network programming with a distinct regional identity.
Action taken
TV Serra Dourada launched as an SBT affiliate and included locally produced news programs such as Informativo Serra Dourada and TJ Goiás in its initial schedule.
Aftermath
The network-plus-local model remained the station's defining operating structure.
Recent events
- 2021
Reporter Maycon Leão attacked during live coverage of highway protest[1]
Other
On March 15, reporter Maycon Leão and his camera operator were attacked by a protester while broadcasting for Jornal do Meio-Dia from a traffic blockade on the BR-153 highway. The report concerned a protest against a statewide decree restricting commercial activity during the COVID-19 pandemic.
- 2013
TV Serra Dourada vehicles and headquarters attacked during 2013 protests[1]
Other
On June 24, during Brazil's 2013 protest movement, the station's reporting vans were destroyed outside the Goiânia municipal headquarters. The station building was also attacked with stones. Vehicles belonging to TV Anhanguera Goiânia and the newspaper O Popular were reportedly targeted in the same episode.
- 1999
Wellington Camargo kidnapping incident reaches TV Serra Dourada premises[1]
Other
During the kidnapping of Wellington Camargo, the brother of musicians Zezé Di Camargo and Luciano, the kidnappers placed one of his ears in the station's garden in the early hours of March 13, 1999. The act was reportedly intended to answer the family's repeated demands for proof that he was alive.
Sources1 sources
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