These materials are being developed as backlights for liquid crystal displays. To work effectively, however, it is important to optimise their efficiency, and this requires the study of the interrelationship between their photo-physics and structure. In the movie (above), the spectroscopic properties of a polarised electro-luminescent polymer are shown. Emission orthogonal to the luminescent polymer's alignment is a factor of 25 smaller than that parallel to its' alignment