Gender inequality, child sexual and physical abuses have high prevalence in Ethiopia. A countryrnthat has achieved gender eq uality attains high economic growth. Ethiopian women are highlyrnabused by their intimate partners. What is more, children are also under abuse by immediaternfami ly members. For years, female activists and other international organizations tried to addressrngender equality however, the problem requires the engagement of men. Men should feel and bernpart of empowering their spouses, daughters and female siblings. In order to achieve this mediarncan perform as a platform for advocating male engagement and fighting gender stereotypes.rn'Yenegat Wag' is exclusively produced for men audiences between the age of eleven andrnseventy. Audience reception analysis of ' Yenegat Wag' radio program aims to explore howrnaudiences of the radio program make meaning and interpret the message of the radio program.rnTo generate the appropriate data, qualitative research method was utili zed. The data gatheringrninstruments were qualitative content analysis, focus group discussion and individual in-depthrninterviews. The sample from the focus group interviews and the individual in-depth interviewsrnwere categorized based on age and social relations; father, son or brother. The study hasrnanal yzed the program content of programs produced over eight months period, to further assistrnwith the lindings Crom the foclIs group di scussions and the in-depth interview.rnActive audience theories; encoding and decoding and audi ence reception analysis are used torncategorize the audiences' feedback. Generally, all of the participants think that the program isrnabout family and believe it educates about open communication and family intimacy. However,rnaudiences ' reception polarizes depending on their age. Older participants with more social rolesrnbetter understood the program while young listeners think that the program is more for peo plernwho are married and it has nothing to interest them. More over the study has elicited that;rnAudiences negotiate and oppose the intended meaning depending on their age, frequency ofrnlistenership, content preference, social roles, past experiences, environmental observation, badrnnorms and personal dreams. Hence based on the findings we can conclude that audiences livedrncontexts playa great role in interpreting media message and the radio program should considerrnnarrowing dawn and specifying the age of its target audience to meet its goal.