Edward Rogers III, son of the late Canadian media mogul Ted Rogers, has been appointed deputy chairman of Rogers Communications as part of a corporate reorganization announced yesterday.

Up until now, Rogers (aged 39) has been in charge of the company’s cable TV division, a role which he will relinquish as that business is merged into Rogers Wireless. As deputy chairman, he will be in charge of new acquisitions for the entire conglomerate.

Rogers CEO, Nadir Mohamed, said in a conference call yesterday that reorganization of the company is essential “in response to what we see are fundamental changes in the market.”

“The historical lines are being blurred,” Mohamed said in reference to Rogers current business structure.

Rob Bruce, the current head of Rogers Wireless, will lead a new division called Communications Services, covering cable and telecommunications products.