By appropriate chemical reaction, different substituents can be selectively attached to the four phenyl rings present in 2,3,4,5‐tetraphenylthiophene (TP) to prepare monomers, namely 2,5‐bis(4‐bromophenyl)‐3,4‐diphenylthiophene (BTP), 2,5‐bis(4‐bromophenyl)‐3,4‐bis[4‐(nonan‐1‐one)phenyl] thiophene (BTP‐N2) and 2,5‐bis(4‐bromophenyl)‐3,4‐bis[4‐(2‐heptyl‐4‐phenylquinoline)phenyl]thiophene (BTP‐Qu2). Three light‐emitting polymers, PTP, PTP‐N2 and PTP‐Qu2, with the common TP backbone were prepared by zero‐valent nickel‐catalyzed polymerization of BTP, BTP‐N2 and BTP‐Qu2 monomers, respectively. The substituent on the 3,4‐phenyl rings of the TP framework has a profound effect on the polymer properties. Without any 3,4‐substituent, the rigid PTP polymer has low solubility in organic solvents. With the flexible nonanoyl substituent, the corresponding polymer, PTP‐N2, has improved solubility but low quantum efficiency (ΦF) due to the carbonyl group which enhances intersystem crossing. With both flexible chain and bulky 4‐phenylquinoline (PQ) ring substituents, PTP‐Qu2 has good solubility and an enhanced ΦF since the introduction of both flexible chain and bulky PQ ring substituents prevents close chain packing. All three polymers exhibit similar emission spectra despite the distinct difference in the absorption pattern of PTP‐Qu2 compared with those of PTP and PTP‐N2. In the case of PTP‐Qu2, there is energy transfer from the PQ pendent ring to the TP backbone and results in emission similar to PTP and PTP‐N2. The TP backbone common in all the three polymers is responsible for the emission from the corresponding excited states. The electrochemical properties of PTP‐Qu2 were also investigated. Copyright © 2005 Society of Chemical Industry