To eke without new revenue.

To eke without new revenue, struggling Walt Disney Co is selling sponsorships upon the Disney Channel, for 19 years an ad-free oasis of kids' cable. The shift is border to affect the already dejected TV kids advertising market.

Disney Channel's charter advertiser is McDonald's Corp., the fast-food franchise that has a multimillion-dollar, 10-year corporate alliance with the network's parent company. Media executives estimate McDonald's will bestow an incremental $2 million to $3 million a year forward the buy.

Ultimately, Disney stands