 Frost was one of the original 'Famous Five' presenters and shareholders of the TV-am consortium, the first ITV breakfast franchise holder.Originally, Frost had promised 'sexual chemistry' as the co-presenter of the daily magazine programme "Good Morning Britain" with Anna Ford.However, its serious tone meant that within weeks of the station launching in February 1983, it faced poor ratings against the BBC's competing, lighter "Breakfast Time", which resulted in a major shakeup of TV-am's programming, management, and presenting line-up.