There has been competition for the BBC,from ITV, since 1956!
Does ITV obtain its revenue from the British taxpayer? I believe that ITV has commercials and BBC does not, though not being a Brit I am certainly less informed on that topic than you are. An audience is captive when it is forced to pay for the service received. ITV is a free market service, unless I misunderstand. Nobody is compelled to support it.