Although the rat pineal is an endocrine organ and has no photoreceptor activity, pineals from neonatal rats contain cells that can differentiate into rod-like cells with rhodopsin immunoreactivity (Rho-I), when cultured in vitro. Norepinephrine (NE) reduces the number of Rho-I cells in a dose-dependent manner and has a considerable effect even at 20 nM. When cultured in vitro, pineals removed up to Postnatal Day 4 differentiated into Rho-I cells to the same extent as did those removed at Day 1 (neonatal), but those removed at Day 5 showed a sharp reduction in the number of differentiated Rho-I cells. This suggests that either pineal cells in situ lose their potential to differentiate by Day 5 or the subpopulation of cells involved normally disappears in pineals older than Day 5. The effect of NE was examined in cultures of neonatal pineals by administering it for 1 or 2 days at different stages during a 9-day culture period. NE was most effective when present in the culture medium at an early culture phase and was not efficacious if present only later than Culture Day 7. This indicates that presumptive pineal photoreceptors may become sensitive to NE only for a limited period and that once they are exposed to NE within this period they are irreversibly affected, possibly to degenerate. These cells are similarly and severely affected by potassium ion concentrations as low as 15 mM, suggesting that NE may act at the adrenoreceptor to modify the membrane properties. Serotonin-immunoreactive cells, another cell type (endocrine) found in the cultures, appeared to be regulated by NE by a separate mechanism. NE suppresses process extension by serotonin cells in a reversible manner, and KCl does not have this effect. These findings further evidence that neurotransmitters may have essential roles, other than the transmission of signals, in modulating the developing nervous system.