Assays of 7-ethoxycoumarin O-deethylase (ECD) activity in intact cells were used as a sensitive and convenient measure of the drug-metabolizing activity of rat hepatocytes maintained for up to 4 days in primary culture. A combination of nicotinamide or other pyridines with dexamethasone was shown to maintain ECD at or above the activity of untreated livers in vivo and to potentiate induction by xenobiotics. Inductions in vivo and in culture were quantitatively similar but differed qualitatively as judged by the proportion of ECD activity inhibitable by metyrapone. A survey of possible endogenous regulators of liver monooxygenases established that: dexamethasone and other glucocorticoids induced ECD and potentiated induction by xenobiotics, particularly phenobarbitone; other steroids including testosterone, 17 beta-estradiol and pregnenolone 16 alpha-carbonitrile caused small inductions; insulin lowered both ECD activity and the proportion of activity inhibitable by metyrapone; dibutyryl cyclic AMP or glucagon lowered ECD; and high concentrations of aminolevulinate partly repressed induction by xenobiotics. Based on these findings, hepatocyte culture conditions which maintain ECD activity and inducibility at or above in vivo levels are defined.