Rogers will now head up ITV2, ITV3, ITV4, CITV and Men and Motors as well as continuing in his previous role which includes responsibility for the acquisition of ITV's sports rights.
He will be responsible for channel strategy, managing day to day performance and channel launches. Rogers will continue to report to ITV director of television Simon Shaps.
In addition, Tom Betts, currently chief operating officer of ITV's consumer division has been made commercial and acquisitions director, reporting to group director of strategy and development Carolyn Fairbairn.
In this new role, Betts will be the lead negotiator for ITV on major corporate and commercial transactions. These including mergers and acquisitions within the group.
The role also includes developing ITV plc's rights strategy and representing ITV on external boards.
Meanwhile, Ben McOwen Wilson, currently ITV's director of strategy will join the consumer business as chief operating officer, reporting to managing director of ITV consumer Jeff Henry.
He will spearhead strategy and operations across all the ITV consumer operational business areas, which will report directly to him.