I think they mean more saturated colours? Though I suppose the current OLED TVs already support DCI-P3 and there is no bigger colourspace available for video content.
Edit: Actually, one thing that LG do is that they have a white pixel (RGBW layout) for the really high brightnesses required for HDR. This means colours get paler when the white pixel is used. This could be what they meant.
How bright do you want them to be? Do you watch Netflix in a sun-lit room?