[web2py] date/datetime format question

[ctrlSoft]

hi, my datetime field  format is
Field('deadline','datetime', requires=IS_DATETIME(format=('%d-%m-%Y 
%H:%M:%S')),  label=T('Deadline')),

 but in view  row.deadline is displayed in this format 2012-06-27 11:00:00  
and in exported csv the same. 
how do i set datetime format that is displayed in view.

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