The modern educational environment is characterized by the intention of educational media products. Specifically, the questions of determining their effective usage specificity both in formal and informal education, and designing and realizing the effective process of developing lifelong self-learning individual readiness are seen as actual. The definition content «self-learning individual readiness» taking into account media educational trends in human society development is revealed in the article. The conceptual conditions of this effective readiness development in the process of informal individual education are presented and proved. We developed and explained the innovative media educational concept structure of lifelong self-learning individual readiness development on the basis of scientific progress in the sphere of university students` self-learning, and in the field of national and world media education, the experience of media educational activities in schools and higher educational establishments of Russia and the whole world. The process of its designing in continuous changing media conditions is shown. The complexity of the approaches and the depth of the research allow us to estimate potential effectiveness of the presented media educational concept of lifelong self-learning individual readiness development. The realization of this concept constructs individual readiness both to self-learning and media education, underpinning media competence.