South Africa has the highest HIV and AIDS prevalence in the world despite theefforts by all stakeholders to mitigate its spread and start reversing the rate of newinfections. It is also evident that the general public depend on the media for theirinformation and educational needs concerning the disease. However, HIV andAIDS prevalence rate is still very high in Limpopo province. The HIV and AIDSincidence rate is equally high in South Africa, as well as in the Limpopo province.This study investigates audience perceptions and attitudes towards mediacoverage of the HIV and AIDS and factors fuelling the pandemic in the province.A detailed questionnaire was used to collect data from residents of Bochum inCapricorn District, Thohoyandou in Vhembe district, Phalaborwa in Mopanidistrict, and Jane-Furse in Sekhukhune district of the Limpopo province. Thestudy indicated that most residents in the province have positive perceptions aboutmedia coverage of the pandemic. In spite of the extensive media coverage, theirattitudinal responses were not quite encouraging. The study highlighted that themajor factors influencing audience attitudinal response to media coverage of thepandemic include: poverty, rape, Sexually Transmitted Diseases (STDs), alcoholand drugs, and unplanned teenage pregnancy. This study recommends that anyHIV and AIDS mitigation strategy in the province should take into consideration the aforementionedfactors and that the media should consistently and adequatelyreport on the pandemic as one of the development challenges of the province.