This research attempts to assess the level of acceptability as well as the level ofrnimplementation of development journalism by Radio Ethiopia in general andrndevelopment journalists in particular. It mainly examines the views, perceptionsrnand experiences of development journalists by using in-depth interviews, focusedrngroup discussions, personal observation and document review.rnIn the in-depth interviews and focused group discussions deliberately selectedrndevelopment journalists were made to reflect their genuine views andrnperceptions concerning development and development journalism, and thernrelevance of practicing development journalism in the media. They were alsornmade to reflect their role perceptions and their practical roles as a developmentrnjournalist. As for the emphasis given to rural development reporting in thernEthiopian government media, Radio Ethiopian journalists also reflected muchrnabout the level of emphasis the media and journalists have given to ruralrndevelopment reporting in particular. In this regard, intensity of their inspirationrnand the media's tendencies in assigning journalists to rural have been analyzed.rnThe research also attempted to examine the major challenges throughout thernpractice of development journalism.rnThe findings show that development journalism is well-accepted as relevant andrnessential to the media, and hence, to Ethiopia. Yet it is misrepresented byrndeconstructing and then reconstructing it in a way it looses its widely acceptedrnversions which allow significant amount of criticality. Moreover, developmentrnjournalism is mistreated and the quality of the practice has not been adequatelyrnvalued by potential stakeholders: the government, the media, journalists, andrnjournalism education schools in Ethiopia. At the end, the research suggestsrnpossible pOints of action as to secure the acceptability and the quality of thernpractice of development journalism in Ethiopia.