Purpose: The purpose of this paper is threefold. First, it provides an overview of the demand, capacity and challenges of teacher education in China. Second, it highlights the significant contributions of China Central Radio and TV University (CCRTVU) to teacher education in the last three decades. Finally, it discusses challenges and issues for e-learning as a new form of distance education for upgrading qualifications and promoting professional development of teachers and principals in remote, rural schools. Design/methodology/approach: As a case study, this paper analyses CCRTVU's infrastructure and operational structure, and its unique position to bridge teacher education institutions and integrate educational resources. Findings: When CCRTVU moves from TV broadcasting to e-learning, it offers new and innovative forms of professional development for millions of school teachers and principals, and accompanying new challenges. Originality/value: The paper suggests that rigorous research should be conducted to address what works and how to reach teachers and school principals in remote, rural areas. (Contains 2 figures.)