Speaking today at a media conference in Westminster, Jowell said that a service funded by a universal fee needs to reach as many people as possible. This, she said, was more important than market share.
"I would stress that reach is more important than share, although of course share matters and makes reach possible," she said.
Jowell also echoed comments made last week by ITC chief executive Patricia Hodgson, who attacked the BBC for broadcasting the same type of programming that was already available on commercial channels.
Jowell said: "The BBC celebrated taking the lead in the ratings over ITV. But there are dangers in too much self congratulation. As Patricia Hodgson put it so eloquently in her speech last week: 'Beating ITV with 'Blue Planet' is a triumph. Beating it with 'Celebrity Sleepover' is a tragedy.'"
Jowell added that the BBC will fall increasingly under the powers of Ofcom. "Despite myths to the contrary, much of what the BBC does will by policed by Ofcom," she said.
She explained, however, the BBC will continue to keep its "unique system of regulation by the governors. Not because their burden is light but because it should be heavy".
Jowell added that she welcomed the changes BBC chairman Gavyn Davies has made to the structure of the BBC's board of governors.
Meanwhile, reports have emerged this afternoon that the government will publish its draft communications bill in April -- although it may not contain new provisions on media ownership, it will announce government policy on the issue.
Jowell is reported to have confirmed that media ownership legislation will remove the barriers currently preventing the creation of one ITV company.
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