A series of new linear pi-conjugated polymers have been synthesized via Suzuki coupling of (1Z, 3Z)-1,4-dibromo-1,4-diaryl-buta-1,3-diene with aromatic diborates. The structures were characterized by NMR spectroscopy, IR spectroscopy and GPC. All of them exhibit good thermal stability with high decomposition temperature over 340 degrees C. It was found that the absorption and emission of the polymers can be adjusted through changing the side aromatic group, and the partial twisted structure of two aromatic groups at the end carbon of buta-1,3-diene unit can hinder the interchain interaction of conjugated main chain and improve the photophysical properties of the polymers in the solid state. The electrochemical and electroluminescent properties of the polymers were primarily studied. (C) 2010 Elsevier Ltd. All rights reserved.