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Phong is meant for very glossy objects such as metals and glasses. So, this is why your character is glossy. In fact, phong is your worst possible choice here. You need some kind of diffuse map, instead.
What other map formats are available to you in Maya LT?
I think that you might be able to use GIMP (free) to convert a phong map to a more diffuse map type, but I'm not sure if this will work.
If this doesn't fix your problem, write here again, and I'll come up with another solution. A fellow Maya user.
