Aircheck India expands media monitoring services to India’s most populous state
With the number of radio stations on air increasing almost daily in India, the demand for monitoring services for these new media outlets in the industry is expanding rapidly, as well. To address this growing demand, RCS India has now announced the expansion of media monitoring services to include all commercial radio stations in Lucknow. AirCheck India, a BPO entity and subsidiary of US-based RCS Inc., provides audio identification services of commercials and songs that are played on air. This service is of particular value to the industry, as it helps broadcasters to track competition and to gear their own marketing activities. AirCheck India monitors radio stations around the clock, every day of the year and provides “same day” verification.
Says Karl Kessler, as General Manager of RCS India responsible for marketing these services to the industry: “Lucknow has over 2 million people and is the capital city of the state of Uttar Pradesh. That makes it important already. But its economic strength seems to grow by the day. This has impact on the local media as well. That’s why we see a demand for media monitoring services in this market.”
And Nilesh Kolapkar, who is responsible for marketing and customer relations for the monitoring service, adds: “We started the monitoring process for the stations in Lucknow already in late January 2008. By now, the data have matured. As of February 2008, we can provide subscribers with the full information about advertising on radio and the songs being played at each station.”
In Lucknow, Radio Mirchi, Radio City and S FM are on air and are being monitored.
RCS India intends to continue its expansion of monitoring services to other important media cities in India in the coming months.