EXCLUSIVE: Amazon has instituted a significant shift in the way its film and TV business affairs division operates and has hired three executives from rival Netflix as part of the move.

The streamer has hired Diana Bernstein, Chris Carter and Matt Rea from Netflix, each of whom have worked there for over a decade.

It comes as it moves to a “genre-based BA model”. This means that business affairs will work directly with each “creative genre vertical” such as drama, comedy, nonfiction, animation, world-building and IP.

The changes follow earlier changes to its business affairs division that resulted in the departure of Dan Scharf as Head of Global Business Operations at Amazon MGM Studios. It essentially got rid of its centralized studios BA team and installed three teams embedded within TV, film and international originals.

Mandy Schaffer joined the company in May, also from Netflix, as Head of Business Affairs, Global TV, reporting to Peter Friedlander, Head of Global Television, Amazon MGM Studios.

Bernstein becomes Head of BA, Drama, partnering with Kara Smith and her team. Carter is Head of BA, MGM and YA, partnering with Lindsay Sloane and Carina Walker, respectively. Rea joins as Head of BA, World-Building and Comedy, partnering with Blair Fetter and Andy Weil, respectively.

The trio, who were formerly Co-Heads of BA for the Drama division, will start the week of October 26.

Elsewhere, Dan Matusov will move into a role as Head of BA, Animation, partnering with Melissa Wolfe and her team.

Julia Shapiro becomes Head of BA, IP, partnering with Lauren O’Connor and her team. O’Connor will also be the BA team leader focused on first-look deals and overall pacts.

Ryan Singer will continue in his role as Head of BA, Nonfiction, partnering with Jenn Levy and her team, and Megan Shapiro will continue in the role she has held previously heading up its global TV deal-making with third-party studios, which is now refered to as Originals Studio Partnerships.

In a note sent to colleagues, seen by Deadline, Schaffer wrote, “As our Global TV slate continues to grow, we are moving to a genre-based BA model — aligning dedicated BA leadership to each creative genre vertical. This structure ensures that our deal-making, talent partnerships, and business strategy are embedded directly alongside our creative teams from development through execution.”

“This structure is designed to give our creative partners, talent community, and cross-functional teams a clear point of contact for each vertical,” she added. “I’m looking forward to this next chapter together.”

Robert Kelker-Kelly, known best for his role as Bo Brady on NBC soap Days Of Our Lives and for his work on Another World, died October 3 at his home in St. Peters, Missouri. He was 62.

St. Peters police officers responded to his home at aound 8:16 p.m. for a report of an unconscious man who was not breathing, as paramedics and other EMS were en route, according to a police statement.. Kelker-Kelly had reportedly complained of chest pain shortly before becoming unresponsive and the circumstances appeared consistent with a medical event, police said.

Officers and paramedics administered life-saving measures, but were unsuccessful.

Kelker-Kelly’s acting career began in 1987 when he was cast as Sam Fowler on NBC soap Another World, appearing in the daytime drama for three years until 1990. Two years later his big break came when he landed the established role of Bo Brady on Days Of Our Lives, taking over for Peter Recksell who had exited. He portray Bo Brady opposite Kristian Alfonso’s Hope Brady and Lisa Rinna’s Billie Reed before Recksell returned to the role in 1995.

In 1996, he returned to Another World playing the role of professional race car driver Bobby Reno, who was later discovered to actually be Dr. Shane Roberts. He played the role until 1998.

He also portrayed Stavros Cassadine on General Hospital

He also portrayed Stavros Cassadine on General Hospital in 2001, appearing in guest spots from 2002-2014.

Kelker-Kelly was back in the headlines recently after Rinna revealed in her new memoir, You Better Believe I’m Gonna Talk About It, that she and Kelker-Kelly had a difficult relationship off-screen.

“Behind the scenes, we hated each other,” Rinna wrote, adding, “Remember when Kathy Hilton said I was the biggest bully in Hollywood? Not true. Not even close! I have legit stories about the real bullies in this town. Robert Kelker-Kelly is one of those bullies.”

“He made my life a living hell on the set of Days. He was horrible to me,” she continued. “I’d go so far as to say verbally abusive. He was passive-aggressive, manipulative and played weird mind games.”

Kelker-Kelly did not publicly respond to Rinna’s allegations.

Rinna and Kelker-Kelly earned a Soap Opera Digest Award for Hottest Soap Couple in 1995 for their work on Days, the same year they both exited the show.

Kelker-Kelly later became a professional pilot, working in the field from 2003 to 2015.

TMZ was first to report Kelker-Kelly’s death.