Morton Downey Jr. is toning down the histrionics because of an advertising backlash.

"What they (his producers) are doing is civilizing me," he told the Los Angeles Times. "If you've watched the show in the last three months, you know that my language is completly controlled now. Geraldo (Rivera) and I are on a hit list of about 80 advertisers who refuse to place commercials on our shows."Still, Downey says he isn't going to water things down too much and take a Phil Donahue approach. "I'm a Downey approach," he said.