True competition in TV would have to be like the supermarket/dairy style model where you buy the content off the owner and sell for what you think it is worth.
However this relies on the the owner to be willing to sell to everyone and not just one and that will most likely depend on what they will get for their content from mutliple sources as opposed to one exclusive source.
A by-product of selling to multiple sources may that the supplier has to accept a pay per views fee rather than a set fee or a rebate system. And some cases where the supplier is strong and can demand a up front fee then only 1 or 2 retailers supply the product with a premium price attached.
An interesting situation with what some people think should happen especially with specific programmes would be similar to having 2 restaurants but one has a better chef and making it so both get equal time with the chef.