According to the CNET report, the company is fighting back by pouring R&D money into Quantum Dot televisions which, like OLEDs, are a self-emitting technology (they can generate their own light).
Quantum Dots are a difficult technology to understand, but their potential benefits are easier to wrap your head around. Think of Quantum Dots as ultra-tiny particles that will make their own light if electricity is applied to them, or if light is shone on them. That color is directly related to their size, and their color production is extremely stable. Presently, Quantum Dots are used to change the color of LEDs into other colors, eliminating the need for a color filter in an LCD planel, and producing more accurate, well-saturated colors, along with purer whites. Unfortunately, they still rely on LED backlights, which means displays using the technology must still be carefully engineered in order to offer other critical picture quality elements, such as deep black levels, and uniformly bright screens.
Quantum Dots were used in the Amazon Kindle Fire HDX tablet, and were folded into 2013 Sony televisions using its proprietary Triluminous display tech. The Kindle Fire HDX took some heat for having a display with excessive backlight bleed at the edges. The severity of the bleeding was exacerbated due to the fact that the light was blue, due to the intended effect of the Quantum Dots.