Analysis Of TV Live Broadcast Of Cultural Heritage Protection In Media Convrrgence Environment

The rapid development of society,the progress of science and technology has brought people a lot of convenience,the development of new media,to let people accept the way of information more convenient,but the fragmentation of information receiving let people immersed in the fast-food culture,not only to the traditional media to bring challenges caused by the impact of the traditional culture.China 5000 year history of civilization,has left many splendid cultural relics,contains the history and spirit of the nation,rich cultural heritage,not only make people full of cultural self-confidence,has also become a source of creative television.But with the progress of the times,the infiltration of western culture,the city to speed up the process,all kinds of material civilization gradually disappeared,promote the protection of cultural heritage is imminent,conduct propaganda and protection of cultural integration in the media environment using live television,not only can promote the protection of cultural heritage,caused the audience attention,guide public opinion rich the construction of socialist spiritual civilization,but also can improve the competitiveness and influence of the media itself,so in the context of media integration with live television protection propaganda and cultural heritage is a kind of mutually beneficial win-win mode of transmission.In this paper,the main research object of Chongqing TV "save" Avalokitesvara "" special live program is such a use of new media and traditional media resources combination,play their own advantages,to achieve a successful attempt to protect intangible cultural heritage propaganda.This paper uses the "agenda setting theory","narrative theory" and "gatekeeper theory" as the theoretical basis,using historical analysis,literature analysis,case analysis research method at home and abroad advanced experience of media convergence,television and culture communication,the concept of television,types,development and the characteristics detailedly,will be broadcast live on television in the media convergence environment analysis of the development status,Chongqing satellite TV to "save" Avalokitesvara "" as the research object,analyses the causes of its success and shortcomings,and television plays an important role in the protection of intangible cultural propaganda,and television are critical thinking,hope for the intangible cultural heritage in China to promote the protection of live television practice to put forward feasible suggestions.