Brussels, 15/07/2009 (Agence Europe) - Four and a half months away from the deadline for the transposition of the new directive on audiovisual services (DSMAV directive), the European Audiovisual Observatory and the Institute of Media Law in Saarbrucken have published a study on the process begun by member states to transpose this text (Ready, Set…Go? The directive on audiovisual media services, IRIS special, 2009 edition). The first part presents the key concepts in the directive as well as their significance for the transposition into national law and the various degrees of autonomy of the member states. In the following chapters, the authors analyse the impact which the directive's transposition will have on key audiovisual structural factors as well as topical key issues such as the impact of national regulatory frameworks governing: linear and non-linear media services, the definition of editorial responsibility and effective control, and product placement. Several specific topics are examined from 6 national points of view (Austria, France, Latvia, Spain, United Kingdom and Ireland). Finally, the impact of the new directive on the circulation of European work is the subject of a specific chapter, including the dichotomy between promoting cultural diversity, on the one hand, and the respect of world trade and competition rules, on the other. The promotion of European works by non-linear service providers is also examined with reference to other legal texts with a bearing on this field: the UNESCO Convention, GATT and GATS. (I.L./trans/rh)