Impartiality = never was, never will be. Period.
I agree. The first rule of journalism either is, or ought to be, "Admit and state your bias up front" (instead of sneaking it into your reporting).
While we're on the subject, why does NBC have a "Political Director"? NBC has always had an unstated left wing bias in their reporting. Now, with a "Political Director", they are institutionalizing the bias within the organization. If media is going to have "Political Directors", they should have at least two, each with an opposing bias.
They will hire two. One to represent the hard left and another to represent the harder left.
Bingo!
This is why back in the day (when The Republic flourished) newspapers were often financed by the leaders of the various factions, hence The Such And Such Republican and/or The Daily Democrat.
Sure they were biased, but at least one knew what one was getting .