One of the key issues the media industry will face in 2009 is the rising cost of hosting user-generated content online, according to the latest forecasts from Deloitte, World Screen reported.

Storing content online is becoming more and more costly. The largest sites could allocate more than US$100 million a year to host user-generated content. However, "the ability to realise revenue from that content remains a challenge," said Deloitte. "Advertisers are generally reluctant to place ads next to any content that could damage a client's brand." So, Web sites may need to charge users for uploading or sharing content.

Mobile advertising is an area worth watching, the company stated.

"More able than ever before to carry advertising, mobile phones are at their most ubiquitous--and there is a more mature understanding of what mobile can and cannot deliver in advertising...Mobile advertising will really take off when advertising can be sent to the entire mobile community with a single click," according to World Screen.

3D is another area to keep an eye on. "In 2009, the 3D movie is on course to have its first billion-dollar year at the box office." However, in spite of directors' passion for this technology, the number of the venues for 3D films is still limited.

2009 would be "a year of significant opportunities and challenges in an industry that has already seen its fair share of disruption," said Phil Asmundson, the vice chairman of Deloitte and national managing partner for Technology, Media and Telecommunications. Consumer spending and business investments will be impacted by economic conditions, media consumption preferences as well as digital technology advancements, he added, World Screen reported.