Samsung Electronics has placed LCD TV orders with Taiwan-based makers for the first time in order to increase its price competitiveness and further expand market share, according to industry sources.

TPV Technology and Tatung have both received OEM orders for 32-inch LCD TVs, for which Samsung still be in charge of the design and panel purchasing, the sources said, adding shipments are expected to begin as early as the third quarter.

Samsung, which has previously made all of its own LCD TVs, tried to seek OEM partners in Taiwan two years ago, but no deals were reached at the time.

Chief competitor Sony has been placing LCD TV orders with Taiwan makers for some time. Sony recently started a pricing campaign in North America to promote its 32- and 40-inch LCD TVs.

Samsung has been engaged in a neck-and-neck race with Sony and Vizio in the North American LCD TV market.