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An exceptionally high photoluminescene efficiency (60%) is reported for the title compound, a nwe, solution-processable derivative of PPV. It is shown that the compound can be used to make relatively efficient green electroluminescent diodes, and methods of further improving the efficiency of the device, e.g., incorporation of an electron-conducting, hole-blocking material, are described. Electroluminescence, photoluminescence, and UV-vis absorptioni spectra are presented, together with the I[BOND]V and light characteristics of the devices.