Japan’s Matsushita Electric Industrial Co is finalizing plans to mass-produce 37-inch organic light-emitting diode TVs in three years, aiming to overtake rivals in the next-generation flat-TV race, the Sankei Shimbun daily reported on Tuesday.

The newspaper said that Matsushita would be the first to mass-produce OLED TVs of over 30 inches, and that the company aimed to challenge Samsung Electronics for the top share in the global flat-TV market.

The paper also said Matsushita would likely start selling the OLED TVs for around 150,000 yen ($1,390).

Matsushita spokesman Akira Kadota said the company was considering the commercialization of OLED TVs in the future, but it had not decided on any details including the launch timing or size.