Atoms??

Are you talking about Atoms?
Even competitive Atoms should be focusing on fun, not so much systems.
But you are correct that using expensive ice time to convey drills is inefficient.
Drills and expectations should be introduced off ice and then quickly re-enforced on ice prior to the drill.
Remember, kids this age do have a short attention span, so introduction of new drills should be very limited so the palyers have a chance to absorb them.
Providing too many new ideas simply creates confusion which leads to frustration from both sides.

Many training drills can be masked as games to keep player interest high.
Competitive games need to be controlled and balanced as not to turn off the less skilled players.

Parents with skates should also be accredited so they can assist on ice, especially with young Atoms. They can be a handful if not closely regimented.
Mix up the parents too - different parents on the ice at different practices. Kids love to see their Mom or Dad on the ice.
My experience here is that you don't monitor the group where your kid is. Your kid will most likely respond with greater energy and passion from another adult's direction than they will with your's. It's normal and natural.

Paramount factor is not to forget fun. If you lose the player's attention, change the drill and don't try to change the players attitude at that given moment. You can be flexible without being a dictator. They're kids.

JAD