DTM operates on the principle that audio-visual media is a critical aspect of mass media through which a society can be informed and entertained. The organisation believes a well-developed media industry has a critical role to play in society. DTM works to fulfill this media role through:

• providing information necessary for citizens to make informed decisions related to various aspects of life;
• commenting on democracy, governance, and economic processes;
• scrutinising the actions and activities of the powerful sectors of the society in connection with, but not limited to, issues of democracy and good governance, gender, environment, freedom of expression, and human rights; and
• providing forums for communication and exchange of ideas and cultural expressions between different groups in a given society, as well as with other groups in other parts of the world.

DTM undertook a study monitoring the operation and broadcasting policy environment in East Africa. The result of the comparative analysis in the first phase of project implementation proved that the broadcasting industry in East Africa is skewed against local productions. According to DTM, the dissemination of these findings have been instrumental to the ongoing consultations to create local content quotas for television programming in East Africa and the setting up of a Kenyan Film Commission.

DTM's media strategies therefore include the production of audio-visual media tools that address social, cultural, and development issues. The following are some of their activities:

• Talk Shows - A 52-minute talk show programme is broadcast weekly on radio and television on health and human rights issues. The programme is hosted by one anchor and brings together several discussants in 3 to 4 segments.
• Documentaries - DTM has tackled issues such as land ownership as it affects the marginalised, especially women, gender bias, domestic violence, poverty alleviation, politics, water resources, audio-visual media policies, among others.
• Public Service Announcements (PSA's) - This strategy involves producing short infomercials for radio and television containing specifically identified messages of public interest.
• Drama Feature Films - These are designed to combine the emotional appeal of motion picture and drama with communicating about issues to “the common woman and man, who are affected but often ignored by such information.”
• The East African Film Institute (EAFI) - The Institute, which is part of DTM, has been established as a centre for developing and strengthening the capacity of East African film makers and audio-visual media practitioners. It also hopes to serve as a centre for the promotion of new works and for the regular showcasing not only of regional films, but also of foreign films as a way of exposing regional filmmakers to different approaches to film making. This will include the mentoring of Kenya/East African filmmakers by identified international filmmakers, as well as through organised exchange visits amongst Kenyan/East African filmmakers and those from the international community.

DTM also collaborates with media establishments in other parts of the world.

According to the organisation, despite significant efforts and progress made in development issues, the gains so far made in development interventions have been limited due to the existing gap in communicating these issues. DTM believes that effective utilisation of the media in general and audio-visual media in particular will help in bridging the gap. Consequently, DTM's audio-visual media communication strategy aims to scale-up media-based development interventions through strategic positioning of issues in the national and international arenas. According to DTM "this will help in giving face and voice to these issues through advocates, victims, culprits, etc.,in order to provide leadership and direction on the way forward."