Environmental degradation - resulting mainly from the public's low-level of awareness and usually manifested in the form of recurrent droughts-has become the major challenge to development endeavors in poor countries like Ethiopia. Media outlets, in particular the radio, are crucial instruments in raising awareness of environmental issues.The purpose of this qualitative reception study on Akababi enna Lemat Environmental Radio Program was to look into the reaction of students of Agricultural College on the messages of the program thereby determine its effectiveness. Results revealed that listeners consider the radio program to be a useful program that appeals to them. Most respondents preferred to listen to the voices of laymen at grassroots rather than the case in the radio program where experts, officials and journalists dominate. Listeners have also concerns on the use of newly coined words and phrases by journalists and experts alike. Given the current low level of using media outlets for raising awareness of environmental issues, this study may give a wakeup call to policy makers and serve as an input to media practitioners in designing messages.