A novel poly(p-phenylenevinylene) (PPV) derivative containing adamantane substituent-poly(2-methoxy-5-adamantaneethy-loxy-p-phenylenevinylene) (MAE-PPV) is synthesized through the Gilch route. Adamantane was incorporated into this polymer because of its rigid and spherical structure, which results in reduction of interchain interaction. MAE-PPV is solution processable and shows high photoluminescence intensity. This polymer also demonstrates good electroluminescene properties.