If FOX is the superior newsmedia outlet, and it's reports are 'fair and balanced' why does it need to compete?

with other newsmedia outlets that make essentially the same claim? How is it that ANY impartial reporter of facts needs to compete with other agents that are doing exactly the same thing? Does not this scenario prove that all media outlets have a bias? Does this, in essence mean that you are not watching the news, but rather buying ideas?