Environmental degradation - resulting mainly from the publicâ€™s low-level of awarenessrnand usually manifested in the form of recurrent droughts - has become the majorrnchallenge to development endeavors poor countries like Ethiopia. Media outlets, inrnparticular the radio, are crucial instruments in raising awareness of environmental issues.rnThe purpose of this qualitative reception study on Akababi enna Lemat EnvironmentalrnRadio Program was to look into the reaction of the students of Ardayeta AgriculturalrnCollege on the messages of the program. It also intends to examine the effectiveness ofrnthe program.rnTo achieve this purpose focus group discussions and in-depth interviews as well asrnpreliminary qualitative content analysis were used as tools of data collection. Thernsampling technique used was mainly purposive. Four focus group sessions and in- depthrninterviews were conducted with thirty-four students and two journalists. Efforts are madernto present the analysis thematically.rnResults revealed that regular, occasional and non-listeners consider Akababi enna Lematrnto be a useful program that appeals to agricultural college students and farmers. Mostrnrespondents preferred to listen to the voices of laymen at grassroots rather than the casernin Akababi enna Lemat radio program where experts, officials and journalists dominate.rnRespondents also expressed discomfort when listening to journalists and experts usingrnnewly coined Amharic terms and inserting English words.rnThe transmission time of Akababi enna Lemat is inconvenient to the students while inrncollege; but suitable to farmers and to these students after graduation. But all researchrnparticipants have expressed concern over the limited geographical coverage of FM 97.1rnchannel that impedes the broader rural population from attending Akababi enna Lemat.