Under his leadership the community's global satellite TV network MTA International, launched by his predecessor, has expanded into several further affiliated TV channels, social media and radio stations to provide transmission in different languages. Further campuses of Jamia Ahmadiyya, the Ahmadiyya Islamic seminary and educational institution, have been established including one in Ghana and one in the United Kingdom, the latter has been the first in Europe. He has focused particularly on directing the community in systematically countering negative media coverage of Islam and engaging in grassroots efforts to propagate what the community believes is the true message of Islam.