Bucharest, Romania – January 19, 2010 – Global recession and digitalization are the main challenges facing media players, with new trends and expected developments changing the balance of power within the industry and even resetting the scope of other sectors, according to the latest Media Predictions report issued today by the Technology, Media and Telecommunications (TMT) practice at Deloitte.

“Over the past years, technological innovation and associated changes within all industries, media included, have constantly been more frequent and more revolutionary,” said Ahmed Hassan, Partner and TMT leader within Deloitte Balkans. “Pressured by rapid changes and enhanced competition, media companies cannot afford to be caught out of pace by the new trends and consumer demands. Deloitte’s Media Predictions have been drawn on internal and external inputs including conversations with TMT companies, contributions from Deloitte Touche Tohmatsu member firms’ 7,000 partners and senior practitioners specializing in TMT, discussions with financial and industry analysts, and conversations with trade bodies. The result is a comprehensive guide of what can be expected this year and in the years to come, so as to provide industry executives with the right premise for a long-term and solid business strategy.”

This year’s report may prove inspirational for the Romanian media companies, in light of recent events that have deeply affected the industry globally.

“The more or less controversial developments at the end of 2009 and the uncertainty that followed laid a grim perspective for the Romanian media industry in the beginning of the year,” said Andreea Zoescu, Audit Manager with Deloitte Romania. “No matter how unsettling these changes might have been, it is obvious that the local industry needs and will undergo restructuring based on new realities. Implementing new technologies and adapting to constantly changing consumer expectations will prove vital to any business strategy; however, the quality of content and the reputation associated with a high level of professionalism remain the main criteria of differentiation.”

She added: “Given the developing stage of the local media industry or some Romanian market characteristics, part of the global predictions highlighted in the Deloitte report are not applicable. However, in view of the fast pace this industry has been advancing over the past few years, media companies need to keep in touch with the global reality and anticipate the future, in order to maintain a strong foothold on such a competitive market.”