They're not free to report news without biasYou're taking this out of context. You come to know your local news reporters, learn their biases, and they build some kind of trust with them. You might even see them at events or having a meal with their family and have a personal relationship with them. As stated a few times in this thread, Sinclair bought this trust & is violating it.
they're supposed to be neutral and report facts
It's not naive to think this. News shows and publications generally have a clear divider between "reporting" and {"opinion"|"editorial"|"analysis"}. I'd also like to think most people can tell the difference, regardless, between and opinion, "immigrants are good for the country" and declarative statements, "Obama deported more illegal immigrants than any President before him".
Now, if the guy behind the desk on your 11 O'Clock news incorrectly reports that the the head of the local hospital personally leads a "death panel" that decides if your grandmother gets to live, you can easily march down there and sort it out yourself, hell you might even know the head of that hospital and know right off that this is factually false. Soon, you won't trust this lie peddling news outlet again, and they'll have to make some sort of change.
Of course, there are organizations out there that lie when making declarative statements, like the "death panel" example above, but those are generally on the national/Internet level, because someone in Jacksonville, FL can't reasonably verify a story about what's happening across the country or in DC like they can with a story about the Jaguars, so there's always some shadow of doubt...
The key here truly lies in buying up local news outlets.