This study examines the potential roles media as a public forum can play in fostering ruraldevelopment: giving particular emphasis on the program named „Ye Arso Aderoch Wog‟literally mean „tale of the farmers‟ which is broadcasted on AMMA in a weekly basis. So as attain sound answers for the objectives, the researcher opted qualitative research design. doing so FGD and individual in-depth interview were employed to gather appropriate data from the rural program viewers. In addition to this, key informant interview was also employed collect pertinent data from stakeholder individuals who in one way or another have concernsand knowledge about what the researcher want for the objectives met. The aforementioneinstruments yielded the following conclusion. Accordingly, the result showed that rural programviewers have more or less positive perception about the program as a relevant instrument fordevelopment. In this regard however, a significant number of them are developing an awkwarfeeling that would result abandoning watching the program. This was due to contents notappealing rural communities needs, repetition of ideas and lack of youth issues. Moreover, theprogram is found to be successful in presenting social and economic issues, but is less successfin presenting poetical awareness (good governance) issues. The result obtained from FGD and in-depth interview informants revealed that, the program is in a good move to empower ruralcommunities with advanced ideas; especially in the fight against harmful traditional practiceand women empowerment. The communication strategies employed to discuss rural communitiesis also found suitable by the rural communities. But it is found out that, all discussion issuewere endorsed directly from the producer to the rural communities; not arise from thecommunities themselves. This research further revealed that, stakeholders who are thought the producer to use program ideas as an input were found no involvement in using program ideas or disseminating massages to their clients. Only one office; agriculture bureau are jointlworking in such away. Most importantly, the result showed that the program lacks inclusiveness; social minority, disable individuals and youths were not represented sufficiently in the program discussion.