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Issue 15
issue pic As CEO, Mary Frost completed a dramatic turnaround of GlobeCast America with a three-pronged strategy of eliminating unprofitable products and services, consolidating facilities and product lines while sweating existing assets, and stabilizing and rebuilding P&L lines with seven new product deployments in fiber, Continuity Monitoring by customers, HD, IPTV, Broadband, Telco TV, Store and Forward, and geographic expansions into Canada and Argentina in 2008. Although headcount decreased from 225 to 110, QoS improved to 99.99. Due to limited resources, Ms. Frost has created strategic alliances and partnerships to enable quick market growth with HBO-LA, Intelsat, HD partnership with Tandberg/Scientific Atlanta, Verizon FIOS, Neulion and others.

Formerly Chief Commercial Officer, GlobeCast America, Ms. Frost managed GlobeCast's North American and Latin American sales for broadcast, cable, contribution, enterprise and government clients, while overseeing GlobeCast WorldTV - the company's Direct-to-Home satellite service for international programming. Under her leadership, WorldTV grew by more than 50% to now include over 207 channels. Promoted to Chief Commercial Officer in 2006, Ms. Frost was also responsible for the development of GlobeCast's commercial opportunities, as well as business development of strategic partnerships and joint ventures. She has more than 20 years of experience as an executive officer in media, entertainment and communications.

In past positions, Ms. Frost has served as: President of newMedia Technology, a digital asset media/management company; President and CEO of ChoiceSeat, a sports technology venture backed by Microsoft, Intel and Williams; Regional General Manager, North America, ICO Global Communications, a satellite/cell MEO venture; and Managing Director, Entertainment, Media and Communications Consulting, with Price Waterhouse, LLP.

Ms. Frost also served as Vice President of Network Broadcast Operations and Engineering for Disney/ABC and Cap Cities/ABC, managing news and broadcast technology operations. She was promoted four times during 11 years at the network based in New York.

1) How did you get started in the satellite business?

As a child, counting the stars as they came out at night over the Arkansas farm where I grew up was only the earliest example of my fascination with space. Years later, the satellite business pulled me into its orbit when I became WNET/Ch.13 Net Telecon Director with the goals of marketing excess PBS system satellite space and resources (parlayed into 25-30 studio produced teleconferences per year). Then, my satellite experience enabled me to move over to ABC News as Manager of the Satellite Desk. Later, I was promoted to Director during an era when TV still subtitled "Live by Satellite." Every News crisis was punctuated by humor pertinent to the event (thanks, often, to Bambi at NBC). As the first woman VP of ABC's Broadcast Engineering and Operations, I had a great team, including Rich Wolf and others, who worked like crazy in competition with the other networks to bring world events, Super Bowls, and Daytime Dramas to American viewing audiences -- and endless wonderful ads to the affiliates through complex network sectionals.. We came to respect and trust each other as we innovated satellite technologies and solutions, including Ku and C-band SNG, hot switching feeds for new and sports, and multiple carriers per transponder. More recently, I traversed analog to digital, HD transmission and IPTV.

2) How have you been involved in changes brought about in or by this business (innovations, technologies, services)?

Witnessing satellite launches and retrievals of satellites in space clearly makes us proud members of the "rocket science world." My jobs have focused on services, innovative uses of capacity, technology and resources, such as the SNG transition to KU. For instance, Dick Tauber now leads the InterUnion Satellite Operations Group (ISOG), which I had the honor to lead prior to Dick. We broadcasters, signatories, and satellite operators from all over the world partnered to implement new services, lower prices, and constantly changing technologies. After ABC, I served as a Managing Director (and "thought leader"), Price Waterhouse Coopers, advising on the Intelsat transition to a commercial entity -- among many other projects of a mind-food nature. My stint at ICO saw me attempt to bring Middle Earth Orbit telephony to the Americas part of the world. Subsequently, I enjoyed exhilarating involvement with sports start-ups, including ChoiceSeat and New Media, each employing then-amazing software. The common threads running through my career are people, satellites, television and technology. Let me add that the international community of satellite professionals sees its members remain more similar than different in their dedication and passion for this business.

3) What do you think was the greatest event/situation/opportunity you experienced?

In the space industry, every year brings 365 days of opportunity and excitement. Working in News allows one to participate in urgent efforts to bring wars, elections, natural and manmade disasters and information services to people around the world. Sports bring tremendous excitement, live entertainment, and complex network distribution globally. Direct to Home networks bring over 1000 channels into homes across the face of the planet. Strategic work and start-up companies create an adrenalin rush toward growth. Speaking personally, my greatest risk/reward event occurred when I served as pool for the Reagan-Gorbachev summit in Moscow in 1989, using new technologies for every network to anchor, as well as a satellite telephony system, built by AT&T, for one month. We successfully implemented ten first time ever uses of technology.

4) What was the greatest obstacle?

"Life's up and downs provide windows of opportunity to determine your values and goals. Think of using all obstacles as stepping stones to build the life you want." -Marsha Sinetar

I have witnessed so many "no" responses issued in the face of what to some were clearly golden opportunities. I have come to believe the greatest obstacles lie within ourselves when we build fences around our abilities and say "I can't do that"; "That's not the way it's done;" and "No one would risk using that technology." Better to ask, "Why not," and "Why shouldn't we be the ones to turn obstacles into opportunities?" Years ago, I wanted to be a fighter pilot, after getting a taste of flying with my single engine pilot's license. I inquired into joining all plane-flying branches of the military, but at that time, they simply didn't let women fly. I also considered applying to be an astronaut -- along with Sam Donaldson of ABC News. I don't think anyone took either of us seriously. The point is to be realistic, not just bold, about obstacles and opportunities. After three starts-ups, I still love them. But I've changed course and am now completing a graduate engineering certificate in Energy Technology Management.

5) What do you see happening in the next five years in this industry?

My dream is for satellite operators and major corporations to embrace energy conservation, and to bring satellite solar expertise down to earth to create solar gardens on often-remote teleport grounds, where facilities lie on extensive properties, or on office roofs in partnerships with local utilities - all so as generate, rather than just consume, energy. I hope energy conservation across the board in our industry results in a readily achievable 40% energy usage reduction in the next five years. Rethinking the industry and its distribution capabilities can enable entirely new revenue streams from a more decentralized power approach controlled by intelligent software.

6) What advice do you have for women interested in entering the industry?

My daughter is in the telecommunications industry and has worked for AT&T, Loral, Teleglobe and Level3/Vyvx. As a result, we share many friends and colleagues, and I see her undertake the same struggle for work/family balance that I felt. I say, with hesitation, that in my case, there was an unbalance in favor of work. So below, I present some quotes that succinctly state my beliefs. Perhaps one or more of these quotes will resonate with you.


"Who so neglects learning in his youth, loses the past and is dead for the future." -Euripides circa 480 B.C.

I would suggest a technical engineering degree as a foundation and a recognition that all of life of learning. If you could also pick up legal, finance and marketing expertise, that would be useful along with management skills.

Character and Values

"Character contributes to beauty. It fortifies a woman as her youth fades. A mode of conduct, a standard of courage, discipline, fortitude and integrity can do a great deal to make women beautiful." -Jacqueline Bisset

"The best index to a person's character is (a) how he treats people who can't do him any good, and (b) how he treats people who can't fight back." -Abigail Van Buren

"People ask the difference between a leader and a boss… The leader works in the open, and the boss in covert. The leader leads, and the boss drives." -Theodore Roosevelt

Live by the five fundamental principles of ethics: Do No Harm, Make Things Better, Respect Others, Be Fair, and Be Loving. As Peter Drucker pointed out, it is not enough to do things right; we must also do the right things. The good leader today is concerned not only with getting from A to B, but with deciding whether B is worth getting to in the first place.


And finally, "He who laughs, lasts." -Mary Pettibone Poole (This is not the same as the last one laughing concept.)


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Issue No. 15:
Women in Space

Spring 2009

General Editor Introduction

From the Guest Editor

Audrey Allison, Dir., Frequency Management Services, Boeing Shared Services Group

Anita Antenucci, Managing Dir. Houlihan Lokey's Aerospace-Defense-Government

Dr. Wanda M. Austin Pres. & CEO, The Aerospace Corporation

Julie Bannerman, Gen.Counsel, Space Systems/Loral, Inc.

Sharri Berg, Senior V.P., News Operations, Fox News

Leslie Blaker, DataPath, Inc.

Yvonne Brill, Consultant, Satellite Tech. & Space Propulsion Systems

Michelle Bryan, Senior V.P., Human Resources, Intelsat

Dr. Angie Bukley, Ph.D., Electrical Engineering

Catherine Chang, General Counsel & Asst. Company Secretary, AsiaSat

Sabrina Cubbon, Gen. Manager, Marketing, AsiaSat

Yvette Dominguez, Manager, Payload Design Engineering Section, Space Systems/Loral, Inc.

Chris Ehrenbard, Dir., Broadcast Distribution, CBS

Mary Ann Elliot, Chairman of the Board, Arrowhead Global Solutions, Inc.

Celeste Ford, Founder & CEO, Stellar Solutions, Inc.

Mary Frost, former CEO, GlobeCast America

Eilene Galloway, NASA Pioneer

Carmen González-Sanfeliu, V.P., Latin America & Caribbean, Intelsat

Dawn Harms, V.P., Marketing & Sales, Space Systems/Loral, Inc.

Ellen Hoff, Pres., W.L. Pritchard & Co., L.C.

Polly Rash Hollis, Satellite Industry Professional

Britt Horncastle, Satellite Consultant

Susan Irwin, Pres., Irwin Communications, Inc.

Barbara Jaffe, Senior V.P., Advanced Technology and Operations, HBO

Christine King, Deputy V.P., Technical Services & Engineering, Lockheed Martin

Betsy Kulick, Newsletter Editor & Corporate Secretary, Mobile Satellite Users Association

Penelope Longbottom, Founder & Pres., Longbottom Communications

Joanne Maguire, Exec. V.P., Lockheed Martin Space Systems Company

Andrea Maléter, Technical Dir., Futron Corporation

Joan T. Mancuso, Founder & Executive, Broadband International LLC

Dolores Martos, V.P., Sales for Latin America & Caribbean, SES Americom - SES New Skies

Brig. Gen. Susan K. Mashiko, Vice Commander, Space & Missile Systems Center, L.A. Air Force Base

Eileen McGowan, Corporate Strategy & Planning, Intelsat

Olwen Morgan, Development Engineer

Bridget Neville, V.P. & Gen. Manager, Satellite Engineering & Operations, Sirius XM Radio

Christine Paape, V.P., Space Explorers, Inc.

Rhonda Parson, Manager, Occasional-Use Sales & Traffic Division, EchoStar Satellite Services

Maj. Gen. Ellen M. Pawlikowski, Deputy Dir., National Reconnaissance Office

Jane Petro, Kennedy Space Center Deputy Director

Dr. Nongluck Phinainitisart, D.Eng., Pres., Thaicom PLC

Mary Quagliotti, Retired Major General, Army

Radhika Ramachandran, Ph.D., Counsellor (SPACE) & Technical Liaison Officer

Veena Rawat, Pres., Communications Research Centre, Canada

Joslyn Read, V.P., Regulatory Affairs, SES Americom - SES New Skies

Walda Roseman, Founder & CEO, CompassRose International, Inc.

Farah Suhanah Ahmad Sarji, General Counsel, MEASAT

Jacqueline Schenkel, Founder, Schenkel & Associates, LLC

Kay Sears, Pres., Intelsat General

Gwynne Shotwell, Pres., SpaceX

Marcia Smith, Pres., Space Technology Policy Group, LLC

Pascale Sourisse, Gen. Manager, Land & Joint Systems Division, Thales

Andy Steinem, CEO, Dahl-Morrow International

Nicole P. Stott, Astronaut, NASA

Bambi Taskarelli, Voice/Data Engineer, NBCU

Leslie Taylor, Strategic Planning Division Office of Spectrum Management, NTIA, U.S. Dept. of Commerce

Synette Tom, Marketing Dir., Sales, Space Systems/Loral, Inc.

Marjorie Rhodes Townsend, Satellite Communications Consultant

Diane Tryneski, Senior V.P., Broadcast & Studio Operations, HBO

Diane VanBeber, V.P., Investor Relations, Corporate & Marketing Communications, Intelsat

Barbara Warren, Systems Analyst, International Telecommunication Union

Zhang Yan, Gen. Manager, CITICSat and Chief Rep., Asiasat

UK Resource Centre for Women in Science, Engineering, and Technology: Astronomy Blog

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