NEW YORK - The Obama administration is moving to ramp up its efforts to win the propaganda war in Afghanistan, The New York Times reported Sunday. American Envoy for Afghanistan and Pakistan Richard Holbrooke, admitting the United States is losing the war of words and ideas to the Taliban militants, says the administration is establishing a new unit within the State Department to counter Taliban messages, including the establishment of new FM radio stations, the newspaper said. Also included in the $150 million-per-year effort to counter illegal Taliban broadcasting are expanded cell phone service across Afghanistan and Pakistan, more emphasis on the training of local journalists and the production of audio and video programming, pamphlets, posters and CDs opposing the militants' messages, the newspaper said. "Concurrent with the insurgency is an information war," Holbrooke told the Times. "We are losing that war. The Taliban have unrestricted, unchallenged access to the radio, which is the main means of communication. We can't succeed, however you define success, if we cede the airways to people who present themselves as false messengers of a prophet, which is what they do. And we need to combat it." Vikram Singh, on loan from the Pentagon as Holbrooke's senior defence adviser for the project, was cited as saying the United States would begin by "building the capabilities of the private sectors and the governments in both of these countries to effectively communicate and engage with their own populations." This is particularly important, he said, in the border areas of Pakistan and across large parts of Afghanistan that for decades had only primitive communications.