Asian Centre for Entertainment Education (ACEE), was founded by Vinta Nanda and Augustine Veliath in 2012, primarily to bring accuracy to the discourse on health, sustainable development, environment and all other issues which are of priority; in popular media and mainstream entertainment and to simultaneously create platforms for sustained and regular interaction between creative communities and experts from various fields of development, science and technology. In 2013, we forged a partnership with HH&S (Hollywood Health and Society), which is a program at Norman Lear Centre, University of Southern California, Annenberg; which gave us the opportunity to establish a similar program in India, called The Third Eye. The Third Eye followed the well tested model of HH&S which has been running in the Hollywood Industry of Entertainment for over 15 years. HH&S has successfully consulted on over 600 story-lines in popular television drama's like Greys Anatomy, Private Practice, House, 90210, Homeland, Desperate Housewives among many others, and they have also regularly measured the impact achieved through their interventions. In the last two and a half years, The Third Eye program has consulted on over 200 story-lines in television serials, films, documentaries and across a spectrum of digital content. Volunteer experts (doctors, lawyers, social scientists and development agencies and professionals) have been in regular interaction with creative communities (producers, directors, writers and creative Leaders). Tony & Deeya Singh's Hamari Sister Didi, on the channel Sony Pal in 2014, and Sanjay Tripathi and Suhail Tatari's medical drama Roshni, on the channel Life OK at present, are two among them. Impact measurement, and longitudinal research runs parallel to the process and the results on growth in knowledge and awareness, as well as results of positive changes in attitudes and behaviours among target audiences have been phenomenal.