Intangible cultural heritage plays an irreplaceable role in the process of national cultural and economic development. The key factor to solve the problem of intangible cultural heritage protection is to solve the problem of "dissemination". Among them, under the background of contemporary culture, multimedia is not only a tool for people to live and learn, but also an important medium for the protection and dissemination of intangible cultural heritage. The application of intelligent media technology in the inheritance and dissemination of intangible cultural heritage will, on the one hand, break through people's cognitive structure of cultural dissemination, and make the inheritance subjects of intangible cultural heritage more diverse, the forms of dissemination more diverse and the aesthetic experience more profound; On the other hand, it will build a brand-new communication form, realize fission communication, and make the communication of intangible cultural heritage faster, more efficient and more accurate. Intelligent media technology can promote the more effective dissemination and higher quality utilization of intangible cultural heritage by establishing a larger cultural communication platform, stimulating wider cultural consumption, and transforming more cultural resources. This paper proposes that one of the innovation directions of intangible cultural heritage protection is multidisciplinary multimedia design application based on new media application, and finally forms multimedia interactive products with optimized user experience.