{"title":"José Bonifácio Oliveira Sobrinho","description":"\u003cp\u003eBoni nasceu em Osasco em 1935. Aos 5 anos, passou a acompanhar o pai até a Rádio Cultura de São Paulo, onde ele trabalhava como músico. Começou a carreira em 1949, na carioca Rádio Clube do Brasil, como estagiário de Dias Gomes. Em 1950, trabalhou com Manoel de Nóbrega. Em 1952, ingressou na Rádio e TV Tupi de São Paulo. Nos anos seguintes, ocupou cargos em outras emissoras de rádio e TV, agências de publicidade e produtoras. Em 1963, transferiu-se definitivamente para a TV, ingressando em 1967 na Globo, na qual atuou por mais de trinta anos. Foi diretor-geral de programação e de produção e, em seguida, chefiou o Jornalismo, a Engenharia e a Comunicação, tornando-se vice-presidente. Em 2003, abriu a própria empresa, a Rede Vanguarda, no interior do estado de São Paulo. Foi presidente do conselho gestor da TV Cultura. É membro titular da Academia Brasileira de Marketing e conselheiro da Escola Superior de Propaganda e Marketing. Em 2017, recebeu do Ministério da Cultura a Ordem do Mérito Cultural.\u003c\/p\u003e","products":[{"product_id":"o-lado-b-de-boni","title":"Boni's B-side","description":"\u003cp\u003e\u003cstrong\u003eIn \u003cem\u003eO lado B de Boni\u003c\/em\u003e , the great master of TV tells his story from birth, through his first experiences on the radio, to the top echelons of Rede Globo and makes a declaration of love to each of his colleagues who, together with him, helped to raise the quality of Brazilian television.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003e Considered one of the 101 most important Brazilians in the history of Brazil, José Bonifácio de Oliveira Sobrinho, known as Boni, still has a lot to say about his career.\u003c\/p\u003e\n\n\u003cp\u003e Balancing emotional memories with critical reflections, Boni's latest autobiography, O lado B de Boni, offers a fresh perspective on the life of one of Brazil's greatest personalities, with new stories, behind-the-scenes details, and his time at various radio and TV stations. The author also makes a point of honoring the work and talent of the professionals—many of whom he discovered—who have made their mark on art, sports, journalism, and the media over the past seventy years.\u003c\/p\u003e\n\n \u003cp\u003eIn the book, Boni reveals that his passion for communication and culture dates back to his youth and, above all, that his determination was what opened doors for him. The author recounts how he carved out his own niche in radio by following Dias Gomes's work at Rádio Clube do Brasil, without pay, and how he seized every opportunity that arose to advance his career at various radio stations, eventually moving into television. Boni also recalls his contributions to advertising, where he rose from copywriter and commercial creator to agency owner.\u003c\/p\u003e\n\n\u003cp\u003e Despite a grandiose start to his career, it was his long legacy at Globo that made the author widely known, and most of the memories in \u003cem\u003eO lado B de Boni\u003c\/em\u003e relate to the more than thirty years he spent at the network. In short, irreverent chapters, the reader will discover his role behind key moments at the network, such as:\u003c\/p\u003e\n\n\u003cul\u003e\n\n \u003cli\u003ethe creation of attractions that have become immortalized in the history of Brazilian television — such as hundreds of soap operas and shows, the programs \u003cem\u003eFantástico, Você decide, Globo relator\u003c\/em\u003e and more;\u003c\/li\u003e\n\n\u003cli\u003e heavy investment in the professionalization of journalism;\u003c\/li\u003e\n\n\u003cli\u003e the implementation of the national newspaper and sports broadcasts;\u003c\/li\u003e\n\n\u003cli\u003e the development of Globosat's first four pay TV channels.\u003c\/li\u003e\n\n\n\u003c\/ul\u003e\n\n\u003cp\u003e Boni still fondly celebrates the dozens of artists, presenters, and journalists with whom he had the honor of working. With a quick wit, he also doesn't shy away from controversy and clarifies episodes related to politics and the conflicts he witnessed at Tupi, Excelsior, and Globo.\u003c\/p\u003e\n\n\u003cp\u003e With an engaging narrative, \u003cem\u003eO lado B de Boni\u003c\/em\u003e is the sincere account of the man who created the Globo Quality Standard, and whose personal story will forever be inseparable from that of Brazilian communication.\u003c\/p\u003e","brand":"Totvsrj-record-dc","offers":[{"title":"Default Title","offer_id":47159574790396,"sku":"9786557123027","price":99.9,"currency_code":"BRL","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0722\/9197\/5420\/files\/2e3b326422861e8d505e375a76ff8d98.jpg?v=1778323161"}],"url":"https:\/\/www.record.com.br\/en\/collections\/jose-bonifacio-oliveira-sobrinho.oembed","provider":"Editora Record","version":"1.0","type":"link"}