Bright red luminescent Eu3+ doped polyvinyl alcohol (PVA) films were made by solution casting technique. The emission performance of these films was studied from the measurement of excitation, emission, and lifetimes. On irradiation with an UV source, the doped films emitted bright red light. Such luminescent polymer films are expected to find potential applications as new optical materials. Emission process in the system was explained by an energy level scheme. (c) 2006 Wiley Periodicals, Inc.