The objectives of this research is invetigated the role of Amhara Mass Media Agency in peace building-process in the case of 2016 country-level anti-government mass protest and the violence incident reportings. To attain the objective of the research, qualitative research design was employed. The study employed focus group discussions and in-depth interviews as a tool to generate data from practitioners, editors and member of the management. To attain the purpose of the study, the researcher used both primary and secondary data sources. Primary data were collected through practitioners with in-depth interview and focus group discussion. From the direct participant of the study (journalists, content editors and member of the media house management), whereas secondary data of the study were gathered from published and unpublished documents of different related kinds of literature. The researcher analyzed and discussed the collected data in a narrative way. The findings of the research includes, AMMA played both conflict intensification and de-escalation roles during 2016 country-level of mass protest and violence, some of the negative roles includes give more space to speak to the government officials, Practitioners attitude towards self-censorship, communites reluctant to provide information, absence of constructive on job peace journalism training before it happened, Political pressure,the media, public, and political leaders not to work together before, during and after the conflict and Journalist’s professional freedom were not respected. Some positive roles include conducting civic education, advocating peace during and after the conflict, fair coverage of the protest, and reporting of debatable issues after the conflict incident. The researcher recommended that, the adoption of a common approach in conflict reporting, training of journalists on conflict reporting, report accurate and verified violence data’s, Gatekeepers and media managers have to work the professional parameters of journalism, The public should provide information to the media, the media practitioners, especially reporters and editors should work in a professional manner, Politicians should drop off their pressure to the public media. The paper provides numerous rationales for adopting peace journalism and how it can contribute to the peace building efforts. For media practitioners, the paper recommends to follow peace journalism when covering political conflicts and to fully participate in curr