The game of thrones at NBCUniversal has begun.

The company on Monday announced a series of executive changes that could set the stage for the next generation of leaders at a media empire that includes the NBC broadcast network; Universal Film Studios; and cable channels such as Bravo and MSNBC, which has seen a ratings surge during the Trump administration.

Stephen B. Burke, the chief executive, streamlined the management structure by putting Jeff Shell in charge of Hollywood operations, including the international business and Telemundo, and having Mark Lazarus oversee the broadcast network, the news division, the cable networks and the sports group.

Bonnie Hammer, 68, the longtime head of the company’s profitable cable portfolio, has been put in charge of an advertising-supported streaming service that was announced Monday and is expected to debut early next year. It will compete with new stand-alone streaming products from the Walt Disney Company and AT&T’s WarnerMedia, as well as entrenched players like Netflix and Hulu. Disney’s and WarnerMedia’s products are expected to debut at the end of this year.

Many in the industry interpreted the moves as Mr. Burke’s positioning a showdown between Mr. Lazarus and Mr. Shell to be his possible successor. Effectively, Mr. Burke, 60, has set up an East Coast and West Coast divide: Mr. Lazarus will control much of the company from NBC’s operations in New York and Stamford, Conn., and Mr. Shell will take over the Hollywood assets from Burbank, Calif.