Transition moment directions and selected spectroscopic properties of Ivabradine

► First spectroscopic results for Ivabradine in rigid PVA matrix are provided. ► TRES reveal that there is single emitting conformation of Ivabradine in PVA. ► Low emission anisotropy of Ivabradine in PVA is due to large angle between the transition moments. ► The angle β = 38° has been determined form Kawski-Gryczynski model in stretched PVA matrix.