'Lively' serves as an adjective meaning 'full of energy' or 'life'. It can be used for a non living thing as well - a lively event (means an event that is full of energy, zeal, spirit...etc). On the other hand, a child who is alive will tell about the state of that child being alive - living soul, breathing.
Looking at your question, I think confused between 'live' and 'alive'. Both words can be found in dictionaries.
The telecast of a match can be live on TV. It's not alive. On the other hand, if you want to tell someone's existence, you tell he/she/it is alive; there 'live' won't fit.
In a laypersons' language, use live when something is happening right in front of you (live telecast, I'm watching this magnificent opening ceremony live, I'm in the stadium!) and use alive to say someone is breathing, existing, a living body.
Living is also used to mean that someone's staying/residing in that country/home. As in *he's living in [area, country, state or any such thing].
Interesting thing - you could say a live bomb which means that the bomb is breathing (?) and any time, may blast. There, alive is not that common I think.