TV Martí commenced its broadcasting operations from the United States, with a focus on delivering content aimed explicitly at Cuban citizens. This initiative was part of a broader U.S. strategy to influence public opinion in Cuba, where the government controlled all media outlets, thereby restricting access to free press and independent reporting. The broadcasts aimed to undermine the Cuban government's authority by providing alternatives to state-run media, including cultural programming, news reports about U.S. and global affairs, as well as educational content. It operated from the Broadcast Center in Miami, Florida, which serves a significant Cuban-American population.

The selection of content was carefully curated to resonate with Cuban values and interests, including sports, music, and personal stories from Cubans who had fled the country. This inclusion was designed to inspire hope and a sense of connectivity among Cuban viewers. The U.S. government funded these efforts as part of ongoing tensions with Fidel Castro's regime, which had persisted since the Cuban Revolution in 1959. The establishment of TV Martí marked a significant escalation in U.S. efforts to directly influence the Cuban populace amidst economic sanctions and diplomatic isolation tactics.

Despite facing technical challenges, including jamming signals from the Cuban government, TV Martí continued to broadcast with the intention of reaching as many viewers as possible. The functionality and reach of the service were frequently debated in U.S. political circles, as supporters championed it as a vital tool for freedom of expression, while critics questioned its effectiveness and the ethical implications of foreign broadcasts in domestic affairs. Overall, TV Martí represented a pivotal cultural and political endeavor in the decade leading up to the eventual thawing of U.S.-Cuba relations in the 2010s.