Someone You Should Know: Barbara Spicek, President & CEO, GatesAir

Posted on October 21, 2025 in ATSC News

Barbara Spicek’s path to the top of GatesAir is a blend of international roots, technological vision, and a drive to lead through transformation. As President and CEO, she’s steering one of the industry’s most recognized transmission technology companies into the future of broadcasting with ATSC 3.0 at the helm.

“There’s no such thing as an average day,” Barbara says of her daily responsibilities. From global economic shifts to internal operations and customer demands, every day is a new challenge. “Stability through change and innovation through execution” is her personal mantra—one that she applies as she orchestrates all major functions at GatesAir, including technology, operations, sales, and corporate culture.

She emphasizes the importance of aligning strategic growth with investor vision, all while maintaining an inspiring workplace environment. “Leading company culture is as important as driving strategy. Culture builds commitment.”

GatesAir’s relationship with ATSC runs deep. “We were involved with the original 1.0 standard, so when development for ATSC 3.0 began, it was a natural continuation,” Barbara explains. Recognizing its transformative potential early on, GatesAir contributed not just equipment, but critical engineering expertise to initiatives like the PILOT project, helping enable early deployments in markets such as Cleveland and Phoenix.

For Barbara, the most exciting part of ATSC 3.0 is its ability to marry the strengths of broadcasting—reach and reliability—with the flexibility of IP. “It’s a future where viewers enjoy 4K HDR, mobile access, and even targeted advertising, all over-the-air and subscription-free. That kind of leap reshapes how people see broadcasting.”

Born and raised in Germany, Barbara credits her upbringing for instilling a strong sense of ethics, respect, and positivity. She recalls large family gatherings filled with laughter, spirited debate, and home-cooked meals—experiences that sparked a lifelong love of cooking.

When she’s not guiding GatesAir or advancing broadcast technology, Barbara can be found relaxing with a good book. She is currently reading Bill Bryson’s A Short History of Nearly Everything. It is a great write up on finding answers to life’s questions from the start of the universe to civilization and Bryson has a great way to explain extreme difficult topics, while keeping it exciting and entertaining. (And no… the answer to all questions is not “42”). Barbara also enjoys well-written thriller series. “I love great writing and dialogue. A weekend binge-watch helps me switch off and recharge.”

Before her tech career took off, Barbara actually set her sights on tourism, having been certified in both English and French. But a job offer from a major Japanese tech company changed her course—and the broadcasting industry has benefited ever since.

Posted in ATSC News