By Bill Sanders
Staff Writer
Augusta Chronicle

When it comes to telecasting the Masters, you could say CBS is in a tumultuous situation every year.

No matter how good the broadcast might be and no matter how closely it follows Augusta National Golf Club guidelines, every year of showing the azalea-covered course could be CBS' last.

No one has been more acutely aware of that than the network's director and producer of golf, Frank Chirkinian -- the No. 1 link between CBS and the Masters Tournament. He has kowtowed when kowtowing was in order (e.g.for example, Gary McCord). He has pushed and prodded for permission to do things better -- often getting rebuffed by Augusta National, occasionally getting the OK.

But he is trusted -- by both by CBS his people and by Augusta National.

He also must contend with rumors that he plans to retire at the end of the year.

``What is it that Mark Twain said: `Rumors of my demise have been greatly exaggerated'?'' said Mr. Chirkinian, who has made Augusta his primary residence again. ``I've seen and heard the rumors that this will be it, but I've got four years on a contract.''

Mr. Chirkinian's departure -- when it happens -- probably will be felt more than exits by a string of other CBS faces. who have disappeared from Masters coverage.

First, it was Pat Summerall in 1994, then Gary McCord in '95 and Ben Wright this year -- each missing for his own reason. Mr. McCord sinned against the Augusta National; Mr. Wright sinned against political correctness; and Mr. Summerall -- well, he claims CBS sinned against him by not keeping him when it lost the NFL.

The once iron-clad crew is now anything but.

``It's disappointing because you like to go in there with the team that's been together,'' Mr. McCord said. ``There's a certain cohesiveness that you get from working together.''

Mr. McCord, who is still very much a part of CBS' golf team, has been banned from working the Masters, at Augusta National's request, because he said referred to the course as being was as slick as bikini wax and made other comments the Augusta National felt were tasteless.

But if Mr. McCord's presence is needed to ensure ``cohesiveness,'' then cohesiveness there might never be.

``At this point, I can't speculate when he might return, or whether he ever will,'' Mr. Chirkinian said.

Mr. McCord concurs.

``I was told they had no plans to change the lineup from last year. They can have who they want up there,'' he said. ``They're in a unique situation. I just abide by that, take the week off and get paid. It's perfect.''

Mr. Wright, who now has an unpublished number, did not return phone messages left at his New York-based management group. He was fired from CBS in December over allegedly derogatory statements about lesbians, the state of women's golf and a female reporter.

Mr. Chirkinian refused to comment on Mr. Wright. Privately, he is said to be sick about losing Mr. Wright and misses having him on the broadcast.

As a result of the departures, the face of CBS, which is presenting its 41st telecast of the Masters, has changed every year lately, usually with some ugly controversy attached. Combine that with the emergence of NBC as a serious golf broadcaster, and one has to wonder: When Mr. Chirkinian leaves, how solid is CBS' hold on the Masters?

NBC in particular has been gotten aggressive in improving and expanding its golf coverage.

``I don't know, but I'd assume NBC, and ABC, too, already try to get the Masters,'' said Mr. Chirkinian, who's working his 38th straight Masters for CBS.

Last year, Mr. McCord and longtime CBS announcer Ken Venturi were among those speculating that CBS' marriage with the Masters might end with when Mr. Chirkinian's departure. goes, so might go CBS' marriage with the Masters.

``Someday, in the next millenia, it'll be on a different network,'' Mr. McCord has said.

``It's possible CBS could lose it some year when Frank is gone,'' Mr. Venturi has said.

Mr. Chirkinian thinks the magical-link stuff is hogwash.

``The only reason people might think that is the longevity I've had - this being my 38th Masters. There's no one irreplaceable. CBS is a total entity, not a single person.''

But both ABC and NBC are represented at the Augusta National. High-ranking officers in the parent company of both networks are Augusta National members. CBS can't say the same.

Tommy Roy, producer for golf at NBC, said there is no bidding process, as there is for all other sports events, but should the Augusta National ever show interest in NBC, the Peacock Network would be ready to do what it takes to accommodate. ``Would we like to do it? Of course,'' Mr. Roy said. ``But it's solely up to the club. We don't get actively involved in talking with them. It's more like sit back and wait and hope.''

Mr. McCord thinks Mr. Chirkinian's groomed replacement, Lance Morrow, will handle golf duties just fine. And for what it's worth, he's not so sure it won't be sooner as opposed to later.

``I don't know (when he'll retire),'' Mr. McCord said. ``I don't think CBS knows at this time,'' Mr. McCord said. ``I don't think the viewer will suffer. Lance has been there long enough. Lance is Frank. He has taken over the DNA.''

But for CBS, the status quo is fine -- that is if they could just find some.