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Problem Statement. The teaching staff of the departments of the Cinema and Television Art Faculty has the opportunity to introduce new courses within the curriculum, provide academic mobility to the students of the faculty and the possibility of individualizing their own education plans. All of this provides the formation of a specialist capable of creating innovative audiovisual works, working in difficult dynamic changes. Students of various educational and professional programs learn to work as a team and individually, creating audiovisual works in various types and genres. The educational process also involves testing the creative potential of students in experimental artistic forms: video art and media art. Gradually revealing the creative abilities of each student, attentive teachers are trying to identify their individual tendencies in the audiovisual field. In the concept of the educational process a multi-level education system is implemented that allows adapting the national scope of audiovisual art and production to the requirements of modern European educational standards.The aim of the paper is to reveal the ways to fulfil the creative potential of the individual in the process of audiovisual education by means of an example of the Faculty of Cinema and Television Art of the Kharkiv State Academy of Culture.Research Methodology is a logical interpretation of the basic principles of educational reform in Ukraine on the basis of the legislative acts and other normative documents of the contemporary period of the history of the country.Results. The author considers the ways of fulfilment of the creative potential of the individual in the process of audiovisual education by means of an example of the Faculty of Cinema and Television Art of the Kharkiv State Academy of Culture. The basic principles of formation of professional competences of a specialist of audiovisual sphere at the present stage are revealed. By analyzing the decade of activities of the teaching staff the author highlights the content and forms of fulfilment of creative abilities of future filmmakers and film directors, operators and television reporters. The main models of contemporary artistic education are outlined. The author analyzes the artistic projects that are implemented at the Faculty of Cinema and Television Art and defines the main creative achievements of the students of the faculty, the modern labour market of audiovisual professionals and a list of those competencies that will enable a future specialist to be increasingly in demand.Novelty. The newest tendencies of the labour market in the audiovisual sphere and requirements to the competences of the future specialist of this field have been specified.The practical significance. The experience of combining the curriculum and the implementation of the art projects of the faculty enables to assert that the faculty has found the ways of fulfilment of creative potential of the individual, both the student and the teacher.Keywords: higher education, audiovisual art and production, creative potential, personality, Faculty of Cinema and TV Art of KhSAC. ; Розглянуто способи реалізації творчого потенціалу особистості в процесі аудіовізуальної освіти на прикладі діяльності факультету кіно-, телемистецтва Харківської державної академії культури. Означено базові принципи формування фахових компетентностей фахівця аудіовізуальної сфери на сучасному етапі. На основі аналізу десятирічної діяльності професорсько-викладацького складу факультету виявлено зміст і форми розкриття творчих здібностей майбутніх режисерів кіно та телебачення, операторів і телерепортерів. Окреслені основні моделі сучасної мистецької освіти. Проаналізовані мистецькі проекти, реалізовані на факультеті кіно-, телемистецтва, охарактеризовані основні творчі досягнення студентів факультету, сучасний ринок праці фахівців аудіовізуальної сфери та перелічено ті компетентності, які зумовлять затребуваність майбутнього фахівця.Ключові слова: вища мистецька освіта, аудіовізуальне мистецтво та виробництво, творчий потенціал, особистість, факультет кіно-, телемистецтва ХДАК.