This study aims at exploring challenges In the coverage of ruralrndevelopment issues through Ethiopian Radio rural programs. The studyrnbasically adopted a pure qualitative method. Focus group discussions,rnindividual in-depth interviews and review of [Audio Archived] documentsrnwere employed as instruments for data collection. The data were analyzedrnthematically. Study results have indicated that covering rural developmentrnissues and events are loos e due to internal and external challenges.rnEthiopian Radio is biased against rural events and stories coverage. Weakrnstructure of the [rural] programs and shortage of in-job training have beenrnfound as major internal challenges in line with covering rural issues.rnWorking journalists on the station's rural programs are very limited inrnnumbers. And they also haven't received regular training opportunities onrnrural affairs and how to cover them. Reporting on rural issues takes arndifferent perspective when it is carried out from actual places. It is difficultrnfor journalists and reporters to stay more than a day in the remoterncountryside where most areas are still without basic social infrastructure.rnThey are always under pressure to finish their job fast enough to get backrnto the nearest town where basic facilities are available. Lack ofrnsponsors/ advertisers, difficult weather conditions and reluctant to disclosernfacts on the part of farmers and local officials are external challengesrnjournalists face they start rural development coverage.