The entertainment and media market in the Asia Pacific region sprang by 10 percent in 2006, making it the fastest growing region in the world, according to a global survey conducted by PricewaterhouseCoopers.

This prosperity was fueled by a number of industry segments - Internet spending jumped 23 percent due to the fierce growth of the broadband and online advertising market; filmed entertainment increased 7.5 percent, and interestingly, recorded music rose 15.6 percent, making the Asia Pacific region the only area in the world to post a significant gain in this segment, according to the survey.

Japan dominates the entertainment and media market in the region, with $112 billion spent last year, while China came second with $78 billion spent. By 2009, PricewaterhouseCoopers expects China's market in this segment to surpass Japan's in terms of overall spending, the survey stated.

Advertising spending is grew by 6.5 percent in the region in 2006. Down to each medium, Internet advertising led with a soaring 38.7 percent growth and the remaining segments grew at single-digit rates. TV network advertising rose 5.5 percent, while newspapers increased 4.3 percent, out-of-home grew 4.2 percent, radio rose 3.8 percent and magazines were up 2.6 percent.

Over the next few years, the Internet will keep on growing the fastest, with an 18.8 percent compound annual rate. TV networks will be up by 6.5 percent compounded annually, with a two-digit spike in 2008 due to the Olympics in Beijing.

Japan's $36 billion advertising market is the top market in the Asia Pacific region, accounting for 47 percent of the total. China comes next at $11 billion, which is expected to grow fastest during the next five years, with a 15 percent compound annual increase. India will grow nearly as fast at 14.6 percent.

Overall, advertising in Asia Pacific is estimated to increase from $77 billion in 2006 to $108 billion in 2011, the survey results found.

This research also forecasted the region will have fastest overall economic growth, which will support stable increases in each segment.