Keith Pelley to run Rogers Media empire

Oversaw CTV-Rogers consortium that aired the Winter Games

TORONTO -- Keith Pelley has been hired to run Rogers Media after he stick-handled the broadcast of the 2010 Winter Games from Vancouver for rival CTV.

Pelley oversaw the CTV-Rogers consortium that aired the homegrown Olympics, a huge gamble for both broadcasters as they scrambled for commercial revenue during an industry-wide ad slump to make up the $90 million rights fee.

Now Pelley has left CTV, where he was named executive vp of strategic planning just four months ago, to run Rogers Media, a portfolio of over-the-air TV and radio stations, magazine titles, cable channels like Rogers Sportsnet and the Shopping Channel, and the Toronto Blue Jays pro team and the Rogers Center stadium.

Pelley replaces Tony Viner, who retired from the Rogers Media post in May.

"Keith is a highly regarded media executive with strong business acumen and an extensive background in sports," Nadir Mohamed, president and CEO of Rogers Communications, Canada's largest cable and wireless phone provider, said Tuesday.