An effect of the hormone, 1 alpha,25-dihydroxyvitamin D3 [1,25(OH)2D3] on hormone secretion by normal rat pituitary cells was investigated in vitro. Based on previous findings using GH4C1 cells, dispersed anterior pituitary cell cultures were prepared and maintained in serum-free conditions for up to 6 d. Under these circumstances, there was no effect of 1,25(OH)2D3 to alter medium or cell-associated levels of thyrotropin (TSH), prolactin (PRL), or growth hormone (GH). Cultures maintained under these conditions had lower medium and cell-associated hormone levels and lesser responses to agonists than cultures maintained in serum-supplemented medium. In the presence of 10% charcoal-treated fetal bovine serum, treatment with 10(-8) M 1,25(OH)2D3 for 24 h selectively increased TRH (10(-10) to 10(-7) M)-induced TSH secretion (P less than 0.001), with maximal enhancement observed at 10(-9) M TSH-releasing hormone (TRH). Enhancement of TSH secretion by 1,25(OH)2D3 was detected after 15 min exposure to TRH. There was no effect on agonist-induced PRL or GH secretion or on cell-associated hormone levels. The effect was evident after 24 h treatment with 1,25(OH)2D3, and decreased thereafter. Several other steroid hormones had no effect on 10(-9) M TRH-induced TSH secretion. These data contrast with the effect of 1,25(OH)2D3 in GH cells. They suggest that 1,25(OH)2D3 may act selectively in the normal pituitary to modulate TSH secretion.