Traditional live television (TV) broadcasting systems are proven to be spectrum inefficient. Therefore, researchers propose to provide TV services on fourth-generation (4G) long-term evolution (LTE) networks. However, static broadcast, a typical broadcasting method over cellular network, is inefficient in terms of radio resource usage. To solve this problem, the audience-driven live TV scheduling (ADTVS) framework is proposed, to maximize radio resource usage when providing TV broadcasting services over LTE networks. ADTVS, a system-level scheduling framework, considers both available radio resources and audience preferences, in order to dynamically schedule TV channels for broadcasting at various time and locations. By conducting a simulation using real-life data and scenarios, it is shown that ADTVS significantly outperforms the static broadcast method. Numerical results indicate that, on average, ADTVS enables substantial improvement to broadcast efficiency and conserves considerable amount of radio resources, while forgoing less than 5% of user services compared to the benchmark system.