I write a little topical radio comedy service, but I think I make far more effort to insure that the news set-ups to my jokes are objective and impartial than does anyone at CBS, the NY Times, et al. Since they find it impossible even to grasp the concept of bias, if Peter Jennings would like, I'd be happy to go through his news script every night before airtime with a blue pencil and remove the bias, which to me practically leaps out of the TV screen.
Sure they know what bias is. Ask them for an example and they will point to Fox News. Fox News has not run with hoaxes the way that the New York Times, Boston Globe, LA Times, BBC, USA Today, NBC, AP, and CBS have.