Deloitte's has released its annual media predictions report at the Qatar ICT Conference & Exhibition (QITCOM). According to the report, the traditional advertising sector will grow by only 5%, while online branding will increase by 50%. "There is a lack of audience measurement systems in the Middle East that, as in other markets, allow advertisers to assess the reach and impact of their advertisements through traditional mediums. Digital platforms on the other hand, offer a more quantifiable return on investment," said Santino Saguto of Deloitte Middle East.

According to Value Partners, a leading management consultancy firm in the Middle East, there is a significant role that digital platforms and new technology can play in the development of local content in the region. This includes the localization of content, experimenting with 'freemium' models and the collaboration of broadcasters and telco players, encouraging the collaboration between rights owners and network providers in the Middle East for funding of digital content - both online and mobile.

Dubai Press Club and Value Partners cooperate to issue the third edition of the Arab Media Outlook, exhibiting the current state of Arab media among 15 Arab countries. The report will cover media growth trends, the impact of the economic downturn, government roles and overall media consumption habits.