The right time for Brooke, says 10.

Casting Brooke Blurton as The Bachelorette -the first bisexual lead for the franchise anywhere in the world- has been a ground-breaking move by Network 10 and drawing plenty of praise on social media.

So far the ratings are yet to reflect the enthusiasm, but 10 notes it has been the most live-streamed season of the series so far. Just as Love Island is seeing huge lifts in BVOD, numbers tomorrow may add to the story.

10 is standing by its decision to break from tradition whilst still sticking to the format’s core of searching for true love.

Diversity on screen is being impressed upon advertisers as a point of difference in the market. Jarrod Villani, Executive Vice President of ViacomCBS ANZ says it is all about ensuring that all Australians can see themselves on the network.

“I think that’s a reflection of the decision taken around Brooke and The Bachelorette. Indeed if you look at other content …the A-League Mens & Women’s, Matildas & Socceroos, we think that football fits well into that also. It really does represent all of Australia, and puts fabulous diversity on our screen,” he said.

Parent company ViacomCBS International also has a strong cultural commitment to representation, including a global-wide policy of “No Diversity, No Commission.”

“It’s led from the very top of our organisation across the globe,” Villani acknowledges. “You won’t have a conversation with anyone from ViacomCBS -irrespective of where we’re at in the world- that doesn’t include a focus on diversity and inclusion.”

Sometimes that entails criticism from some quarters.

“We are very conscious as an organisation that when you take steps forward, and believe in a direction from a cultural perspective, then you do open yourself up to criticism. And we’re okay with that,” he insists.

“We also are conscious that will make mistakes from time to time. But that’s all part of using what is an enormous megaphone to ensure that diversity and inclusion is a message heard loud and clear across Australia.”

Did the network have deep discussions about casting a bisexual lead?

“Probably not as many as you would think,” says Beverley McGarvey, who co-leads with Villani.

“It might have been harder earlier, I think, but given the environment that we’re in now, and given Australians’ expectations, I think it’s the right time. More importantly, she is the right person, because that is really who she is. I think people know that and they believe her.

“I think people want to see her find her happily-ever-after.

“If there’s certain elements of the audience that complain, they have options, so we hope that it really resonates with the people that it’s made for.”