• by Wayne Friedman , Staff Writer, August 9, 2005

A tough decision awaits any broadcast network when one of its most visible on-air personalities dies.

ABC News has to decide exactly how, when, and with whom to replace the loved anchorman in its "World News Tonight." Juggling emotions for the man from viewers, as well as tens of millions of advertising dollars, ABC needs to be thoughtful - especially if that person will be a major network figure, such as Jennings, for decades to come.

Networks aren't accustomed to dealing with such an event. Jennings has been involved in two of them. In 1978, Jennings along with Frank Reynolds and Max Robinson began as a trio of anchors, which lasted until Reynolds died of bone cancer in 1983. That's when Jennings took over as sole anchor.

This was no doubt an easier transition, as Jennings was an equal partner of sorts. And, primetime anchor teams - especially at ABC -- weren't always set in stone for long periods of time, as opposed to Walter Cronkite of CBS.

It was only in the 80s that the broadcast networks established long reigns in the anchor chair -- Jennings at ABC, Tom Brokaw at NBC, and Dan Rather at CBS. This brand-name recognition made their last names short-hand for network evening news shows.

NBC has decided Brian Williams is its brand for the future. CBS has yet to decide on a permanent replacement - although Bob Schieffer, the interim anchor, has expressed interest in staying.

This is the second time in recent years that ABC will have to deftly finesse programming and marketing moves in light of a tragedy. ABC Entertainment faced a similar situation when John Ritter died. Programming executives decided to continue "8 Simple Rules for Dating My Teenage Daughter" in respect for his family and cast members.

Perhaps it's not surprising then that -- with respect for the man, his family, and ABC News staff -- the show at least for the near future will still be called "World News Tonight With Peter Jennings."