The oxytocin gene is maximally expressed in the cells of the early bovine corpus luteum (1-5 days post-ovulation) and provides an excellent marker for luteinization, having been up-regulated in vivo at ovulation. However, it is down-regulated again later in the luteal phase. To help understand the mechanisms involved in regulating this gene, and hence differentiation in the early bovine corpus luteum, oxytocin secretion into the medium as well as oxytocin mRNA were measured in serum-free cultures of early luteal cells in the presence or absence of various effectors. Insulin-like growth factor I (IGF-I) deferred the endogenous down-regulation of the gene and hence increased oxytocin peptide secretion in the first days of culture. Prostaglandin F2 alpha had no influence on oxytocin mRNA levels but reduced the stimulatory effect of IGF-I on peptide secretion, indicating an effect at the post-transcriptional level. Oestradiol had no effect either on oxytocin mRNA levels or on oxytocin secretion.