From the directory where my.bat exists, open a CMD window and issue: osql /?
Do you see any message about not finding osql?
If you see the help message, have you examined d:\producao\multimidia.log? You should see the same output that you would see in Query Analyzer results when running this script.
Does the account that runs my.bat have permissions to execute and perform all tasks in d:\producao\multimidia.sql?
Andy