Over time the company divested itself of all its on-air broadcast television assets. In 1989, the company obtained its initial presence in Ontario by acquiring cable systems in Burlington and Oakville and in 1996 expanded further in Ontario by acquiring an additional 25 cable systems (303,000 customers for CA$350 million) from Rogers Communications. Between 1998 and 2001, Cogeco increased its footprint in both Quebec and Ontario with the acquisition of an additional 19 cable systems. In a turn of events, in 2009 and again in 2010, Rogers invested substantially in both Cogeco Inc. and Cogeco Cable Inc., resulting in some speculation surrounding the two rivals.