The past 12 months have been extremely challenging and clients within the children's market have faced tough business issues.
As budgets have become tighter, growth in the non-spot sector has slowed noticeably, combined with a return to stand-alone, in-season campaigns. But it's not all doom and gloom.
In August, Disney launched Disney XD, a TV channel aimed at boys aged four to 15 that has attracted an audience 50% larger than that of its predecessor, Jetix.
Disney XD was designed as a multi-platform brand, and demonstrates how cross-platform activity will continue to be a core part of business for Disney and our clients.
All kids' media businesses must approach cross-platform activity in different ways during 2010, because audiences will continue to think that way. And this is why the partnership model is becoming more central to business plans.
Bespoke campaigns are still relevant, but there has been a move towards clients looking at opportunities for integrating their brands into our own plans. Of course, this is nothing new, but it is an area we continue to develop.
We are committed to providing clients with opportunities across our multiplex of channels and lines of business so they fully understand the breadth of our exciting marketing strategies and how they can be involved.
Disney has entered the commercial market with an ongoing commitment to being responsible for the sensitivities and opportunities offered by this audience. Disney has a strong, vibrant portfolio, with partnership opportunities on Disney Channel and Playhouse Disney, as well as Disney XD.
Kids' channels play a crucial role as destinations dedicated to their audience and Disney continues to invest heavily in programming, content, marketing and platform delivery to retain the loyal audience it has built up.
Michael Ghosh, UK director of ad sales, Disney
When 15-year-old schoolboy Matthew Robson wrote his How teenagers consume media report while on an internship at investment bank Morgan Stanley, his analysis made him the talk of the City.
In the world according to Robson, teenagers have abandoned radio in favour of online streaming sites; they routinely switch channels during commercial breaks on TV; and the only newspapers they bother to read are tabloid, and preferably free.
Depressing reading for the commercial media sector, you might think - particularly given the popularity of illegal music file-sharing sites and pirate DVDs.
But children's media consumption remains high, and if brands can cut through the myths to discover how young people actually spend their time, they can run targeted, cost-effective campaigns to engage this elusive audience.
For example, when games manufacturer Imagine wanted to promote its new title My Secret World, it hosted a virtual party on social network Bin Weevils, which cost just 5% of the campaign's TV ad budget.
Meanwhile, the Department for Children, Schools and Families promoted safe sex among teens by creating a made-for-mobile drama, which was sent to teens' phones every Friday for 22 weeks.
The popular perception is that young people are techno-wizards, interested in technology for its own sake. However, a more accurate reading, as revealed by research commissioned by youth brands including MTV and Channel 4, is that their focus is how the latest gadgets can help them have fun and communicate with their friends.
So, the lesson is: only connect. Targeting the youth market doesn't have to cost the earth - but then again, running your ad campaign on the latest Sony Ericsson handset won't hurt.
Harriet Dennys, features editor, Media Week
This article was first published on mediaweek.co.uk