MUMBAI: RCS India has recently started monitoring radio stations in Surat, the second largest city in the state of Gujarat.

In Surat, Radio Mirchi, Radio City, MY FM and BIG FM are on air and are being monitored.

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 a release.

Says Karl Kessler, as General Manager of RCS India responsible for marketing these services to the industry:"Surat as port city is among the 10 largest cities in India. 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....

Nilesh Kolapkar, responsible for marketing and customer relations for the monitoring service, adds,"We started the monitoring process for the stations in Surat in late 2007. By now, the data have matured. As of beginning of this year, we can provide subscribers with the full information about advertising on radio and the songs being played at each station....

RCS India intends to continue its expansion of monitoring services to other important media cities in India in the coming months, the release says.