Protein kinase C has previously been implicated in the regulation of chicken acetylcholine receptor (AChR) gene expression. To investigate the molecular basis of this regulation, the promoter of the AChR alpha-subunit (alpha AChR) gene was linked to a reporter gene and introduced into cultured chick myotubes by transient transfection. Treatment of myotubes with protein-kinase-C-activating phorbol esters was found to inhibit promoter activity. These inhibitory actions were mediated by promoter sequences between nucleotides -110 and -45, relative to the start point of transcription of the alpha AChR gene. In particular, phorbol-ester responsiveness could be conferred by a short DNA sequence that contains one of the two MyoD binding sites of the alpha AChR gene muscle-specific enhancer. 12-O-Tetradecanoylphorbol 13-acetate was found to inhibit rapidly and potently the expression of mRNAs coding for the myogenic regulators CMD1 and myogenin. Moreover, its inhibitory effect on the alpha AChR gene promoter could be attenuated by cotransfection of a MyoD1 expression vector. These results provide a molecular basis for the previously demonstrated involvement of protein kinase C in the regulation of alpha AChR biosynthesis. In addition, they lend further support to the notion that myogenic proteins play an important role in the control of alpha AChR gene expression.