He was the mastermind of CTV’s 2010 Olympics coverage. Now Keith Pelley has jumped to Rogers Communications to become president of its Rogers Media division, from September 7.

Pelley, 46, succeeds Tony Viner, who retired in May, but will be around for the transition.

He most recently worked with Rogers through its joint partnership with CTV in the Olympic Broadcast Media Consortium, and now will oversee media properties that include Rogers Broadcasting, Rogers Publishing, Rogers Digital Media, Rogers Sportsnet, the Shopping Channel, the Toronto Blue Jays and Rogers Centre.

The appointment marks a branching out for Pelley away from sports properties. Before serving as executive vice president of strategic planning at CTV and president of Canada’s Olympic Broadcast Media Consortium, Pelley was president and CEO of the Toronto Argonauts from 2004 to 2007.

He also worked his way up the The Sports Network organization to become president in 2000.