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Ayman al-Zawahiri stated that “ We are in a media battle for the hearts and minds of our umma of Muslims .” Towards winning the hearts and minds of the MENA region, Al-Qaeda and its affiliates have produced propaganda films and documentaries depicting jihadist attacks, last will and testament videos, training, and interviews, all meant to boost morale among supporters.

Al-Qaeda established a Media Committee early in its inception to handle traditional Western and Arab media as well as create an online media presence, which was established through the multi-media company as-Sahab in 2001.

The company, which produces documentary-like films and operational videos for Afghanistan is known for its technological sophistication, cinematic effects, and their efforts to reach the west with translations and subtitling.

Its operational videos were serialized in Pyre for Americans in Khorasan.

Other productions in North Africa include Apostate in Hell, a Somali film produced by al-Fajr Media Center includes interviews with Somali jihadists, training of fighters, preparation for an attack, and actual operations.

It along with many other al-Qaeda videos is distributed by Arabic jihadist websites as that community relies on the Internet to a high degree to disseminate information to followers.