Tessa Barlow, manager of communications for Rogers' Ontario region, said the company isn't building a tower there anymore but is still looking for a site in the area. Last January, council heard the company was interested in putting up an 80-metre-high tower just south of Beeton. If the deal went through, the town would have collected approximately $5,000 a year from Rogers for the lease of the land.

Barlow said customer complaints about coverage have made it necessary to put up a tower in the area.

"Customers let us know about their coverage where they live, commute or spend leisure time," said Barlow.

That's how the company decides where to expand or improve its coverage. Barlow said the company has a multi-year plan in place for areas with insufficient coverage or with large population growth.

"Beeton is on the list but the 7th Line site is no longer going ahead. We've still received feedback that service is needed in that area."

In the meantime, Rogers will continue to search for a spot for a new tower, whether it's buying or leasing land and building a new site, or sharing with competitors.

"We have a number of different options," said Barlow, but didn't have a timeline for when the tower would be installed.