Hollywood’s scriptwriters are master storytellers of TV, film and new media. Research shows public health storylines are increasing in accuracy and frequency, and have profound impact on viewers’ knowledge and behavior. The most popular TV health storylines can reach up to 20 million viewers in an hour in the US and over 400 million viewers in 100 countries. Who inspires and informs the storytellers? Experts from the CDC, in partnership with Hollywood, Health & Society (HH&S), tell real stories of real people and present case studies to Hollywood’s writers and producers on lifesaving public health topics. Hollywood, Health & Society has established a sustained and systematic model for reaching Hollywood's writers with accurate health content and providing them access to health experts for their scripts. Research shows that six out of ten (58%) primetime viewers learn something new about a disease or how to prevent it from a TV show, and almost one-third of viewers take action on what they learn (Porter Novelli, 2005). HH&S monitors the frequency and type of health content in top rated scripted television shows. In addition to measuring the impact of TV health storylines on viewers’ knowledge, attitudes and behavior, HH&S measures viewer traffic to 1-800 numbers and web links in PSAs and TV show Web sites. In this panel, HH&S will discuss the art and science of partnering with health experts, scriptwriters and producers to increase the accuracy of TV health content, and measure impact of TV health storylines and transmedia experiences on viewers.