In most newsrooms around the world journalists are often advised to have images of the people whornconstitute their target audiences and to write for the average viewer, listener or reader they perceive. Inrnnewsrooms where not much has been researched to know who the actual audiences are, such perceptions ofrnthe journalists set a chance to give some ideas of what journalists think of their audiences. Although,rnresearch on journalists' perceptions of their audiences is literally absent in Ethiopia, this study throughrnqualitative in-depth assessment, has drawn some ideas of how journalists in ETV, Radio Fana and ShegerrnFM 102.1 newsrooms perceive their audiences. Being the immed iate gate keepers in the news productionrnprocess, views from individual journali sts about their audiences certainly are not only interesting, but may bernare also crucial in determining what news is eventually presented to the audiences. The findings show thatrnjournalists in ETV, Radio Fana and Sheger FM 102.1 newsrooms perceive their news audiences as widernranging general audiences in the public which spans all ages and professions with varied interests,rnpreferences, and behaviors towards the media. Accordingly, newsroom journalists from ETV perceive thatrntheir audiences are the general public who need development and change in line with nationally establishedrnpolicies, who should receive information on government economic, social and political ideologies and whornshould accept and participate in the ongoing developmc;nt and democratization process of the country. ETVrnnewsroom journalists specifically perceive that most of their news audiences are matured adults who mainlyrnwant investigative news on wrong doings and hate ETV news on government political and developmentrnactivities and are only fairly satisfied with ETV news. These journalists preconceive that considerablernmembers of their audiences: hate their national media ETV and adore others' media like BBC and CNN; arernsuspicious about ETV news on government political and development activities; hastily label ETV as partialrnto the government; have low level of understanding to interpret news; ' are uninterested in ETV news; arernbiased and non critical about ETV news.rnThe findings from Radio Fana newsroom journali sts, similarly, show that journalists perceive their audiencesrnas a general public who need to receive information on social, economic and pol itical ideologies of therncountry and who are required to participate, with full knowledge, in the ongoing development andrndemocratization processes of the country. The majority of Radio Fana news audiences are perceived as adultsrnwho are employees or farmers living in rural areas and small towns. Radio Fana newsroom journalists alsornpreconceive that substantial members of their audiences: are only moderately satisfied; mainly want news onrnsocial, economic and political problems; do not like Fana news on government political and developmentrnactivities and receive such news with suspicion; hate Fana news simply because they think that it is partial tornthe government; are uninterested, biased and ignorant about Radio Fana news.rnJournalists from Sheger FM 102. 1 newsroom, on the other hand, perceive that their news audiences are widernranging general audiences living in Addis and its vicinity. Furthermore, these journalists perceive that theirrnaudiences are consumers of goods and services who need good moods and pleasure when they li sten tornSheger news. These journalists also think that the majority of their audiences: like negative news reports onrngovernment political and econom ic activities; mainly want news on soc ial and economic problems in thernsociety; are more interested in news on consumer goods and services and are highly satisfied and interestedrnin Sheger FM 102. I news.rnAnother finding from thi s study is that journalists in ETV, Radio Fana and Sheger FM 102.1 newsroomsrnperceive their audiences as someone like themselves, and think that what interests them would interest thernaudience and what bores them would bore the audiences too. These journalists tend to act as audiencernrepresentatives in their newsrooms. They also perceive their audiences as an extension of their own socialrncontacts. They learn about their news audiences through personal contacts, friends, relatives, families andrnsome feedback from audience members. So, they perceive their audiences as someone like in these groupsrnand tend to consider the interests of these groups as the interests of the overall audiences.