date translation

Does someone have an idea why django might not display date and time
in selected language ?

In settings.py:

USE_L10N = True
USE_L18N = True
LANGUAGE_CODE = 'no'

LANGUAGES = (
('no', u'Norwegian'),
('en', u'English'),
)

in template:

{% load i18n %}

{{ variable_with_date|date:_("DATETIME_FORMAT") }}

in locale/no/LS_MESSAGES/django.po
msgid "DATETIME_FORMAT"
msgstr ""

WTF ?

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