using DATE_TIME_FORMAT in settings

I cannot get the DATE_TIME_FORMAT in the settings to work. I carefully read the documentation here Built-in template tags and filters | Django documentation | Django.
However the format is not applied to my display.
If I put the same format string in the template as a filter I get the expected format. If I do not put the format string in the filter, I get the default fomatting. the code is here.
settings and code in template

I cannot imagine this is bug so I missed somethin. But what?

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