The HIV/AIDS epidemic has affected millions of people all over the world. Inrnmost countries, the HIV epidemic is related to behaviors that expose individualsrnto the virus. And the media plays pivotal role in disseminating information andrncreating awareness about HIV/AIDS and other health related issues. One of thernprograms is 'Betegna' which works on the fight against HIV/AIDS and otherrnhealth and social related issues. Audience Reception Analysis of 'Betegna' RadiornProgram: The case of Amhara Mass Media Agency seeks to describe how thernprogram contents or messages are interpreted by the target audience and howrnrelevant they are to the audiences.rnThe study analyzed the access and use of media to determine audience's tuningrnhabit, the relevance of the program to the audience, the language use, andrninterpretation or understanding of program contents were examined throughrnfocus group discussions, in-depth interviews, and letters sent to the programrnproducers. Four FGD which involved 25 participants were formed and therngroups were arranged based on age. Most participants of the FGD used to bernpart of a listening group arranged by the program producers. In addition, threernin-depth individual interviews were conducted with three program producers.rnThe finding indicates that the time of transmission is a factor for less regularityrnof audiences. Audiences, also, believe that the duration of the program is toornshort. The other factor the study revealed is that low level of education affectsrnthe understanding of language. Those who are uneducated and whose level ofrneducation is less than high schools have faced difficulties of understanding thernmessage of the radio program.