The embodiment of the invention provides a method for quickly broadcasting a live channel applied to an eMBMS (Evolved Multimedia Broadcast/Multicast Service) direct broadcasting service. The method comprises the following steps: when user equipment is accessed to a certain live channel multicast group and receives a live channel content of a multicast, acquiring a unicast address of the live channel; acquiring an identification of a multicasting media fragmentation of the live channel that is currently being multicasted according to the received live channel media data; and acquiring the media fragmentation and broadcasting from a service provider according to the fragmentation identification and based on a unicast manner. The scheme of the invention avoids the disadvantage that current partial fragmentation data acquired by the user equipment by means of multicasting cannot be broadcasted and the current partial fragmentation data can only be broadcasted by acquiring next fragmentation of the media fragmentation by means of multicasting, shortens the buffer time of broadcasting or switching the live channel and improves the user experience.