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In the age of global business and international commerce, one of the oldest business associations in Ethiopia, Addis Ababa Chamber of Commerce,has found it rightly important to broadcast business and economic related news to its members - people engaged in the private sector in the capital Addis Ababa. However, both the target audiences and programme producers have diverging views on what the programme contents should deliver and how. Set in one of the oldest cities of Africa, Addis Ababa, apparently of little acquaintace with free market economic order and big businesses, the study uses the perspectives of ordinary businessmen and women on one hand and producers of the programme on the other, to present a comparative analysis on the performance of the radio programme.The study furthers its probe to reveal what factors are at play as target audiences make sense of the contents of the biweekly business programme on a local FM station.
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