'The Graham Norton Show' will move in the autumn from BBC Two to a 10.35pm time slot on BBC One, on either Mondays or Wednesdays.
Ross's chat show, 'Friday Night with Jonathan Ross', is also currently broadcast at 10.35pm on Fridays.
Jay Hunt, the controller of BBC One, denied Norton's promotion was a threat to Ross, saying that her decision to move Norton across to BBC One would "not affect any decision about Jonathan going forward".
Hunt, at a Broadcasting Press Guild event, said: "The Graham thing, I can see how it seems that way. But genuinely the Graham Norton strategy is part of something I do feel strongly about, which is that [Norton] is a unique talent.
"I think part of what the new show will be about with him is to give him a chance to be the zany Graham Norton that people loved and grew up with on Channel 4."
Hunt said that Ross was keen to invite Norton onto 'Friday Night with Jonathan Ross' to mark Norton's move to the channel.
Ross's contract with BBC One runs out at the end of this year but he has reportedly not begun talks with the broadcaster over a new package.
As the BBC is looking to make savings, Hunt admitted that Ross would be getting considerably less in his new contract, according to the Daily Mirror.
The Mirror quoted Hunt as saying: "We are pushing very hard on talent, telling them we can't go on like this. Is Jonathan immune from that? Absolutely not."
The newspaper speculated that the BBC could offer Ross half of what he is currently paid.
Norton last month provided the commentary for this year's Eurovision Song Contest, taking over from Sir Terry Wogan. This weekend he launches a Saturday night family show called 'Totally Saturday'.
The presenter is also in talks with the BBC about a potential new talent show with Andrew Lloyd Webber.
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