In this panel discussion, Chief Solution Architect Oleg Knut teams up with industry experts from ITV and TV 2 Denmark to explore the next generation of Cloud/IP-based backends, focusing on the future of streaming technologies. As the media landscape continues to evolve, this session delves into cutting-edge solutions that are reshaping how content is produced, managed, and delivered in an increasingly digital world. The panel examines next-generation cloud and IP-based backends, highlighting how these advancements revolutionize OTT-ready workflows and distribution strategies. The discussion also covers the migration to IP infrastructure, offering insights into the challenges and opportunities of transitioning from traditional broadcast models to more flexible, cloud-driven environments. A key focus is placed on how the cloud can be leveraged in a 4K HDR world, enabling broadcasters and content providers to deliver high-quality, immersive experiences to viewers across various platforms. The panel shares their experiences and best practices for cloud production, emphasizing how these technologies can be optimized for efficiency, scalability, and cost-effectiveness.