Channel Nine's PR nightmare amid wild rumours about Samantha Armytage and new Golden Bachelor Bear Myrden after pair's appearance at the Logies
And it didn't take long for the rumour mill to go into overdrive.
According to multiple sources at the event, guests were buzzing about their connection and even joked that Bear may have found what he was looking for in the show's host, not the participants.
'Sam looked the best she ever has,' said one long-time entertainment journalist.
'She was radiant. People were joking that maybe Bear is the one making her so happy.'
Indeed, Sam looked breathtaking in strapless cream organza gown as she made the rounds on the red carpet with Nine's new cash cow by her side.
Several attendees also noticed Sam's close rapport with the show's leading man despite her often more-reserved stance with the blokes from Farmer Wants A Wife.
'She was friendly with the farmers, sure, but this was different,' added a Logies attendee.
'They arrived together, posed together, and really looked like a team.'
Daily Mail understands that Channel Nine isn't too pleased about the false rumours.
'Sam's the host, full stop,' a well-placed network insider insisted.
'She's been hugely supportive of Bear and the show, but there's nothing happening between them.'
So what tactics are Channel Nine employing to put the silly speculation to rest?
According to sources, the network is said to have gone to extreme lengths to arrange secret weekly meetups for the Golden Bachelor and his chosen lady to keep the spark alive in private until the finale goes to air.
'It's been a very expensive and carefully managed roll-out,' a person close to production confirmed.
'They want the public to believe in the love story.'
With The Golden Bachelor set to air straight after The Block, Channel Nine is betting their boots that the dating series will be the next big thing on Aussie screens.
Those closest to the production insist Sam is simply doing what she does best.
'It's just good TV,' a production insider told Daily Mail.
'And a pro. She knows exactly how to play the part.'
Daily Mail has reached out to Channel Nine for comment.
Meanwhile, Bear was also quick to shut down any speculation he's eyeing women outside the show at the Logies, addressing wild rumours circulating online that he prefers younger women.
'That's just rumours,' he told Daily Mail.
Bear insisted he was excited about the journey ahead, admitting it all felt 'very surreal'.
The heartthrob also teased what's to come this season, promising viewers a heartfelt, emotional journey.
'All I can say is it was very difficult having to get rid of any of them. They were all beautiful, intelligent, fun. It is one of the toughest things I've ever had to do,' he said of the women.
And while he's been spotted filming in glamorous locations - including a James Bond-style moment on a yacht - Bear revealed he hasn't taken much from set.
'Just a few things, yeah. The wardrobe was sensational,' he said.
He revealed the sleek tux he wore on the night was his own, quipping: 'This is mine. Very schmick.'
Despite all the attention, Bear admitted he was still getting used to his new reality TV fame.
'This is my first red carpet too,' he confessed.
'So I'm a bit of a rookie. We're in this together.'
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