How to format a datetime boundfield in codebehind

I'm trying to format a datetime field in a gridview from code-behind (this is for a SharePoint WSP so I don't have an ASPX Page to work from) but my format is being ignored. I'm trying to accomplish 2 things, remove military time format from the Boundfield and format the date in this format "{0:MM/dd/yyyy HH:ss}"
BoundField modifiedField = new BoundField();
            modifiedField.HtmlEncode = false;
            modifiedField.HeaderText = "Modified";
            modifiedField.DataField = "Modified";
            modifiedField.ApplyFormatInEditMode = true;
            modifiedField.DataFormatString = "{0:MM/dd/yyyy HH:ss}";
            tasksCollection.Columns.Add(modifiedField);

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kvigorAsked:
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Shaun KlineLead Software EngineerCommented:
You will need to check the underlying data field and verify that its data type is a date/time. If the data type is string, the data format string will not work, as it only works on dates, numbers, enumerators and boolean data types. BTW, was your intention to not display minutes?
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kvigorAuthor Commented:
No, my error about the minutes, I'll GeType and check. Meantime this is how the GridView Returns the field without any formating...
Gridview.jpg
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kvigorAuthor Commented:
OK
This didn't work:
                    if (row["modified"].GetType().Equals("DateTime"))
                    {
                        row["modified"] = row["modified"].ToString() + "isString";
                    }
This did work:
 row["modified"] = DateTime.Parse(row["modified"].ToString()).ToShortDateString() + "<br />" + DateTime.Parse(row["modified"].ToString()).ToShortTimeString();
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