Media set for zillion-scale growth (Er, what about crude and food prices?)

I love those forecasts. Everybody from Goldman Sachs to your friendly neighbourhood IT consultancy was making predictions in 1998-2000 about the way the Internet will grow and grow and grow. And then came the Dotcom Bust that saw startups and listed companies alike go belly-up!
Take forecasts with a pinch of salt-- but like your teenage crushes, they always make you feel good, even if they take you nowhere.
This week comes PricewaterhouseCoopers' forecast about growth in the media industry.
Media revenue is globally set to rise 6.6 per cent a year to $2.2 trillion (A trillion is one billion and one billion is 1,000 million) by 2012, says the forecast. The 6.6 number does not sound unrealistic to me, given the single digits, but I am once-bitten, twice shy.
The Hollywood Reporter's despatch mentions Brazil, Russia, India, China (BRIC) as the major growth driver.
It says: "Growth in the roaring economies of Brazil, Russia, India and China -- the so-called BRIC nations -- will outpace the more mature markets of the U.S. and Western Europe, with PwC forecasting 13.6% average annual growth in BRIC compared with just 4.8% annual growth in the U.S. media industry and 5.4% in Western Europe.

By 2012, the report predicts that the media business in BRIC will total about $250 billion, compared with $759 billion in the U.S., about $633 billion in Western Europe and $166 billion in Japan."
Oh, I really love that. And given that newly affordable TVs and exploding mobile handsets will drive new kind of content and games and entertainment, it sounds plausible.
But then, I am reading all this amid a sub-prime crisis in the US (and ergo, global) economy. With crude prices and food prices high in many parts, I need to also worry about the price of salt. If all of us take a pinch of it with such reports, I am sure the price of that grain will go up as well!