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Conjugated dendrimers are a promising new class of material for organic LEDs. The authors report here an investigation into a new family of conjugated light-emitting dendrimers based on the phenylenevinylene structure, and the effect of generation number (level of branching) on both the electroluminescence and photophysical properties of the materials. High fluorescence was found for all three of the first, second, and third generation dendrimers, while concentration quenching effects are substantially avoided by the dendritic molecular architecture.