The entertainment industry is by far one of the most powerful and influential industries in our societies today. It shapes trends, public opinion, debates and action. And while SBCC professionals routinely harness the power of entertainment for catalyzing program impact, rarely is the industry consistently considered a key stakeholder in the development community. This is in part driven by the commercial and entertainment first perspective of the industry. But it also reflects the narrow perspective of the development community about who belongs at the table. Yet, there is every reason for the entertainment industry, the CSR (Corporate Social Responsibility) sector and SBCC community to do better at matching up and mashing up. This is especially relevant today as more and more private sector companies, media included, are looking for ways to contribute to addressing the challenges of today's world. The entertainment industry has resources, reach and influence. The SBCC community needs resources, reach and influence to achieve impact. And there are examples, both good and bad, as to how these sectors have played together before. In this Blue Skies season we will explore how SBCC can be more financially and programmatically sustainable in partnership with the entertainment industry. We will: highlight experiences and perspectives across a range of settings and actors engaged in these types of partnerships; discuss the barriers and pitfalls to these partnership models; discuss models and generate action-oriented recommendations on how we can amplify and expand partnerships between SBCC professionals and the entertainment industry. Everyone wins.