Communication is central to every form of development in the society and the media ensure that information of development is assessable to the larger society by disseminating information capable of fostering economic, political and social growth and positive attitude and behavioural change in people. As an agent of development, the media prioritized programme that ensure even development in a multi-ethnic society. The study adopted a descriptive survey design, and data were collected through a structured questionnaire administered online to 375 respondents from residents of Yenagoa. Findings revealed that ethnicity strongly shapes development outcomes in Bayelsa State, as political leaders often prioritise projects along ethnic lines, leading to marginalization, infrastructural imbalance, and rivalry. While issues of ownership influence and ethnic bias in reporting were identified, Respondents acknowledged the potency of the media in fostering ethnic harmony, hold leaders accountable, and encourage equitable development when guided by ethical and inclusive practices. The researchers conclude that although ethnicity largely exerts a negative influence on development in Bayelsa State, the media serve as a transformative tool for promoting unity and equity.