Ethiopian economy is dependent on agriculture. The sector provides a livelihood for about 85% of Ethiopian population. Communicating information on agriculture innovations to farmers has relied on extension services which limits the number of farmers reached. This study sought to assess Atota agricultural radio program sponsored by Farm Radio International radio broadcasted on Oromia regional state radio. Radio remains the most cost effective means of building awareness, and supporting the adoption of new farming practices by small scale farmers. Although radio is the most popular mass medium, broadcast media houses hardly undertake surveys for agricultural programs to find out the impact of the programs aired. This study therefore provides an insight into best approaches to agricultural programming for radio stations and stakeholders in the agriculture sector. This research project applies one model and two media theories namely: Paul Freire Partcpatory model, Diffusion of innovation and agenda setting theory to show how the selection of topics and packaging of agricultural content impacts on farmersâ€ž uptake of agriculture innovations. The researcher used, both qualitative and quantitative to examine the validity of agricultural communication in the context of Oromia small sacle farmers. The research findings indicate that agricultural information is essential for increased productivity and that radio is the preferred medium for sharing information on agriculture innovations. The study finds there is a need to make radio program farmers centered so that rural farming communities be served effectively. This would attract listenership and increased level of awareness for boosting agricultural productivity. This in turn increased revenue for the stations from the partnerships.