Rural development has become a central development agenda since the past few decades inrnEthiopia as the majority of the people in the country live in rural areas. Currently, the economy ofrnthe country is revealing progress, yet the poverty situation is all-embracing both in rural and urbanrnareas, demanding further efforts. With the purpose of reducing & in tum eradicating the prevai lingrnpoverty, differe nt development initiatives have been devised and are being implemented. Media asrna tool for development can contribute for the attainment of these deve lopment ini tiatives byrncreating awareness and improving participation of the main actors & stakeholders.rnThe purpose of this study was to examine how the Ethiopian television Amharic news framed ruralrndevelopment issues during the period of six months from July I-December 30/20 II.The extent ofrnthe coverage, salience/priority offered and sources used in the news were examined. Framingrntheory was mainly used as a theoretical framework for the study. The study applied bothrnquantitative and qualitative methods. Content analysis of the news collected by systematic randomrnsampling technique over the period under consideration was the principal method used. In-depthrninterviews with journalists involved in framing of rural development news considered were alsornused to support the content analysis.rnThe findings of the study revealed that successes/achievements and effective functioning of ruralrndevelopment activities were dominantly focused themes where fai lures or weak sides werernoverlooked. Economic and prognostic frames were the most frequently employed frames in thernnews. The human interest frame, which is expected to be demanded and shared by the peoplernaccording to earlier research findings, was least employed. The news dominantly attributedrngovernment sources over other sources. Though community members are considered as the mainrnactors or key agents of rural development the extent to which they were used was not as would be.rnAdequate coverage was given. to rural development issues so far as the time allocation andrnplacement of the stories in the news hours were considered. Journalists' framing of news wasrnfound to be influenced by the editorial policy and political orientation of the media towardsrngovernment ideology and news sources in their attempt to get favorable publicity.