Literature on media convergence clearly shows that countries across the globe are entered into thernnew phenomenon. Ethiopia as a country and Ethiopia Radio and Television Agency as a mediarninstitution are experiencing convergence since 2001. However, little is known about the meaningrnand benefit of convergence. With the view to bridging this knowledge gap, the study aims atrnexamining the experience of convergence in ERTA. In order to analyze the structure and change ofrnERTA newsroom and workflow, Diffusion of Innovations theory is used as a conceptualrnframework. A qualitative phenomenological study designed is also employed. What is more, an indepthrninterview was conducted with nine journalists from the three platforms including thernmanagement. In order to make up for the shortcomings of the in-depth interview, document analysisrnand participant observations were employed.rnData was analyzed through thematic analysis. From the research analysis, the fmding is obtainedrnthat ERTA as a media institution is on the path to adopting a cross media platform, or is functioningrnat the level of newsroom 2.0, where collaboration and integration has occurred among the mediarnplatforms to gather and define the news contents for each platform. However, ERTA has notrnrestructured the newsroom as a full convergence newsroom, which could integrate the high level ofrnconvergence. To do the changes and structure the newsroom and the work flow process, thernmanagement admits that they have faced some constraints in doing the convergence. Absence ofrnmedium specific leadership is the major hurdle for the newsroom. In order to maintain the brand asrna strong national media company with diversity of voices, ERTA needs to go far better than wherernit is now.