It won't be quite as cheery as usual at Herb Allen's annual media mogul retreat, which kicks off today in Sun Valley. This time last year, the credit crisis was but a blip on the radar. Oh, how things have changed over the past twelve months. Without the billions on hand to close big deals, the economic downturn has made life pretty depressing for the master-of-the-universe set. But gather they will— the tennis and hiking must go on, damnit—and aside from the handful of players who were dropped from the invite list on account of their declining influence, all the media big shots are expected. Among those who will be cruising in on their company-owned jets: Rupert Murdoch (along with son Lachlan), Warren Buffett, Viacom chief Philippe Dauman, Les Moonves, Howard Stringer, Edgar Bronfman Jr., Jeff Bewkes and Dick Parsons of Time Warner, NBC's Jeff Zucker, Universal's Ron Meyer, Paramount chief Brad Grey, and Disney's Bob Iger.