Music cabler's first unified global initiative to back 'World'

NEW YORK — MTV and MGM announced an international marketing partnership Wednesday to support the Lion’s latest James Bond film, “The World Is Not Enough,” set for release Nov. 19.

The campaign, which will include more than 100 hours of Bond-related programming, will run November-February on MTV channels in the U.S., Europe, Asia and Latin America. It will be MTV’s first unified global programming initiative to back a film.

The partners called their pact a “multimillion-dollar agreement” but didn’t release financial details.

Programming includes such offerings as the “Total Request Live” contest in the U.S., in which viewers call in to win the new James Bond car, the BMW Z8. In the works are local variations of the “The World Is Not Enough: An MTV Movie Special,” a European show featuring James Bond lore, footage and behind-the-scenes detail.

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