Master's Thesis from the year 2020 in the subject Communications - Miscellaneous, Ethiopian Civil Service University (Leadership and Good Governance), course: Leadership and Good Governance, language: English, abstract: The purpose of this study was to examine the challenges and prospects, quality and effectiveness of media. In the methodology of the study, by using randomly techniques 137 questionnaires were distributed to 3 kebeles participants. Out of these, for Leku kebele 46, for Philadelphia 46 and for Gebeyadar kebele 45 questionnaires were distributed to the respondents for quantitative study. For interview,20 participants were selected purposely from SNNPR Media institution of Debub FM 100.9 radio case. Out of 20, 16 were journalists, 2 editors, and 2 Media managers. In focus group discussion, 30 participants were selected purposely and participated in the discussion, of these, 10 from Leku kebele, 10 from Philadelphia and 10 from Gebeyadar kebele. This study treated the types of educational development programs that the FM radio broadcast. In the study totally 187 participants were participated. According to the findings of this study show that using a radio broadcast mainly as a tool of motivation rather than as a tool of development which is one of the impediments and threatening aspects of the growth of broadcast system in the region. The results of the study demonstrated that the effectiveness of media, challenges and prospects that hinders practicing of media, this revealed that the perception and attitudes of all respondents did not significantly vary across their responses. The major findings of the study discloses that FM100.9 radio has created programs that are not entertaining, and not preferable to listen as Fana FM 103.4 and Hawassa University FM 97.7 radio. The FM radio station devotes a reasonable percentage of their broadcasting time to the discussion of public issues of interest, i.e. educational and socially relevant issues but the audiences were not needed to listen the media. The study employed a descriptive statistics survey method and used both qualitative and quantitative approaches. Media managers, reporters, editors, and Hawassa town three sub cities of three kebeles local people were sources of data for the study. Using randomly techniques, questionnaires were distributed to three kebele's people and were selected using simple random sampling techniques to distribute the questionnaires prepared for them. Besides, for purposefully selected respondents for qualitative interviews were made.