In the countryside of Taiwan, as you turn on the radio, you can hear many programs advertising and sel1ing medicine on the air. The audiences make themselves no longer estranged to the host through call寸ns and the program forms a particular small world. Among the research associated with television and radio in Taiwan, medicine programs on the air do not appear to win the favor of mainstream radio and television, academic field, or the majority of the radio audiences. Therefore, we intend to probe into the neglected radio medical programs in order to understand its hosts, audiences, program procedure and specialty. Throughout the research, Taiwanese is the main language used in the program. The hosts answer call-ins from the audiences and, in between, advertises the medicine. The boundary between the program and the advertisement is fairly vague and difficult for the audiences to distinguish. The interaction between the hosts and audiences is as natural as chit-chat among old friends. The hosts and audiences take turn talking during the program. It helps to form the program’s structure and adds interest to the broadcast. After an intensive interviews with the hosts, we found that other than commercial breaks, the audiences are in control of the program’s flow and is permitted to express them selves freely on the air. Except for keeping an eye on current events or renovating the purchasing information, the hosts do not necessarily need to prepare for other content. As for choosing a topic in the program, the hosts will usually talk about current events of the audience’s personal concerns and then express his opinions on the issue. The hosts will usually give good examples sharing with the audience how to behave better and how to protect themselves from caustic remarks from other call-ins. More often that not, the audiences will respond to it enthusiastically and take part in the discussion whole- heartedly. The hosts will also use strategies involving people-to-people communication, fear, and authority to encourage the sale of medicine. Furthermore, the delivery service helps to increase the ratings for the radio program and encourage consumption of the medicine. However, the hosts still express his pessimism about the development of the medical program in the future. In the interview with the audiences, we found the strong "grass-roots" nature among those who have a high loyalty to the program. Although different groups of people will listen to the program for different reasons, they all show their satisfaction toward the care and respect they feel from the program. They can talk freely on the air without being interrupted, and the exchange of opinion is leisurely "free feedback." The characteristics of the hosts, the flow of the broadcast, the content and the audiences appeal in the medical program are very different from the characteristics of mainstream radio broadcasts. Under the consideration of business interest, it is a big trend to produce a program that can satisfy popular interest. Yet, the minority in the market should also receive attention so that the audiences from different levels in society can have their own programs, and media can carry out its function thoroughly.