Television is currently playing a very significant role of informing and educating society,rnespecially children. However, parents are very much concerned about their childrenâ€™s televisionrnconsumptions. This study aims at analyzing of audience's perception on presentation of childrenrnprogram on Ethiopian Television (ETV). Attempts are made to see the audience's perception ofrnETV children's program through journalist, producers of the program and parents. Purpose ofrnthe study is primarily, might help ETV children program producers and the organization byrnindicating ways to broadcast children's television programs effectively. In addition, the studyrnmay provide some insights to producers of ETV media station and other similar TV stations thatrnwork on children program production and would help them avoid similar challenges and run arnprogram that satisfy their audiences. Moreover, it might benefit the professionals of the mediarnand trigger new point of view to the area. For the data collection, Parents were purposivelyrnselected based on availability of a child at specific households from Akaki kality, Yeka and Bolernsub cities, which have more condominium housed from the ten-sub cities of Addis Ababa.rnReception Theory and Social Learning Theory were used as theoretical framework. The studyrnused mixed method and therefore employed both qualitative and quantitative approaches. Whilernquestionnaire used to obtain quantitative data from parents, in-depth interview was used to getrnqualitative data from Journalists and program producers. The findings of the study depicted thatrnjournalists and programmers did not perceive ETV Amharic children program as a mostrnpreferred children program. They attribute this to the various challenges such as time allocated,rnbudget assigned, interference and the low level of attention given by authorities to the program.rnThey call for structural adjustment and reform on the department running it. Response fromrnparents revealed presence of content repetition that the same content would be aired usingrndifferent people or locations, there was lack of consistency, and the time was insufficient to eachrnsegment. Therefore, the major findings of this study are, there is inadequate budget, unrnprofessional interference, ETV children program not being as a most preferred childrenrnprogram. It was recommended that the producers of the program understand the interests andrnneeds of its viewers through need assessment studies on children and also parents, and that ETVrnhas to upgrade its journalistsâ€™ professional skill pertaining to children's program.