If you have a raised floor, I'd take that route. If not, then you might also consider running some ducting along the skirting boards. You could also raise the skirting boards enough to have the cables sit in the increased gap. If you're connecting the DVD via scart, then you'll know the cables are quite thick!
One other option is to feed the TV from an amplifier via one cable. This would mean only power and video out (hdmi etc) cables would need to make it across the room, allowing you to centralize amp, skybox, Wii etc in one corner.
What you do will be limited to the room you're in. If you're mounting the TV over a fireplace, then this will be a brick wall (proably) so going inside the wall might not be advisable and ducting might work (particularly if it's painted or papered to match the wall).