This study was carried out to access the coverage and practice of rural development issues in Amhara Radio evening 6:00 PM news. The study assessed the reportage of rural development issues in Amhara Radio aired within a period of 3 months sample. The study constituted both quantitative and qualitative data obtained using content analysis, in-depth interview and self-completion open-ended questionnaires. The greater part of the quantitative data was gathered using content analysis. To support this data and to arrive at a comprehensive conclusion, interviews and open-ended questionnaires were conducted with journalists and other relevant bodies. The data obtained through interviews were discussed and analyzed qualitatively. The total of 621 aired news items’ content was categorized into different groups in a bid to answer the research questions. 40 days evening news of the medium was sampled from among the news aired in three months. For the conceptual frame work, agenda setting theory, the principles of development journalism, and the Ethiopian Growth and Development Plan were briefly reviewed. The findings of the research revealed that the medium is not in a position to promote rural development which is government’s top priority and considered being the central pillar of economic policy. Rural development news items got relatively little coverage and frequency distribution during the selected period of study. The news of the medium is dominated by public relation reporting, success-oriented, in favor of events, and followed upward approaches. Besides, the news contents were found against to the principles of development news. The medium placed insignificant premium on rural issues as evident in the inadequate placement of stories first and paucity of in-depth and interpretative analysis of issues. The research paper finally recommended that the medium needs to work in line with the principles of development journalism.