The Ethiopian development plans have dealt with the education sector as a key strategic pillar. There have been a lot of educational efforts. In particular, to cope with a lack of qualified teachers, lack of good teaching models, and remote rural regions separated from educational benefits, the Ethiopian Ministry of Education has made efforts to utilize educational media, such as satellite TV programing, to improve the quality of secondary education for last decade. However, there was lack of national investigation in the aspect of systemic evaluation to measure the effectiveness of the satellite TV programing. This study aims to investigate the actual practice and effectiveness of the satellite TV programing in Ethiopian secondary schools. To achieve the goal, one questionnaire was developed based on the CIPP model. Two secondary schools were selected and 228 students (Grade 9-12) participated in the survey. Data collected from them were utilized for descriptive & frequencies analysis, chi-square test, and multiple regression analysis. The results indicated that Ethiopian students utilizing satellite TV programing scored highly in the evaluation areas of context, input, process, and product of the program. It was also found that learning demand, learning content, and class management were factors affecting the satisfaction in the satellite TV programing. These findings suggested that satellite TV programing could play an important role in improving the quality of Ethiopian secondary education. As a conclusion, several educational and administrative strategies to improve the TV program were recommended.