UVW Xform Map

So you want to transform/rotate/scale UV’s in the bitmap?
You just put your bitmap in a map slot like diffuse, click on that map
and then there are options at the top to do this.

you can also select which UV channel that bitmap uses inside

http://www.vigville.com/forum_images/3dsMax_BitmapMapChannel.jpg

See the options like tile/rotate/offset. These then are applied to whatever mapping you are using