A new class of soluble electroluminescent poly(p-phenylenevinylene)s (PPVs) is introduced here. Alkoxy-substituted 2-phenyl PPVs (see Figure for a schematic representation) are found to exhibit very good solubility in the conjugated state, good film-forming properties, high molecular weights, and excellent electroluminescence performance. With a simple device setup the researchers achieved very high efficiencies.