log_line_prefix

Hi,
I was trying different options of log_line_prefix. I am making chnages,
doing a pg_ctl reload and checking the output in the log files. For some
reason ,the changes seem to have no impact. What am I doing wrong? Here is
the output form the log files where you can see the change being accepted
(reload) and then the output of a select now().

2013-11-16 08:24:50.657 IST,,,3186,,5286c0d6.c72,5,,2013-11-16 06:18:22
IST,,0,LOG,00000,"received SIGHUP, reloading configuration files",,,,,,,,,""
2013-11-16 08:24:50.657 IST,,,3186,,5286c0d6.c72,6,,2013-11-16 06:18:22
IST,,0,LOG,00000,"parameter ""log_line_prefix"" changed to ""%t
""",,,,,,,,,""
2013-11-16 08:24:56.805
IST,"postgres","postgres",3460,"[local]",5286de7e.d84,1,"SELECT",2013-11-16
08:24:54 IST,2/0,0,LOG,00000,"duration: 1.623 ms statement: select
now();",,,,,,,,,"psql"
2013-11-16 08:25:49.376 IST,,,3186,,5286c0d6.c72,7,,2013-11-16 06:18:22
IST,,0,LOG,00000,"received SIGHUP, reloading configuration files",,,,,,,,,""
2013-11-16 08:25:49.378 IST,,,3186,,5286c0d6.c72,8,,2013-11-16 06:18:22
IST,,0,LOG,00000,"parameter ""log_line_prefix"" changed to ""%m
""",,,,,,,,,""
2013-11-16 08:25:53.384
IST,"postgres","postgres",3464,"[local]",5286deb7.d88,1,"SELECT",2013-11-16
08:25:51 IST,2/0,0,LOG,00000,"duration: 0.978 ms statement: select
now();",,,,,,,,,"psql"
2013-11-16 08:27:28.348 IST,,,3186,,5286c0d6.c72,9,,2013-11-16 06:18:22
IST,,0,LOG,00000,"received SIGHUP, reloading configuration files",,,,,,,,,""
2013-11-16 08:27:28.349 IST,,,3186,,5286c0d6.c72,10,,2013-11-16 06:18:22
IST,,0,LOG,00000,"parameter ""log_line_prefix"" changed to ""%m %d %u
""",,,,,,,,,""
2013-11-16 08:27:34.681
IST,"postgres","postgres",3469,"[local]",5286df1d.d8d,1,"SELECT",2013-11-16
08:27:33 IST,2/0,0,LOG,00000,"duration: 0.732 ms statement: select
now();",,,,,,,,,"psql"

I think some other setting is printing all the info anyway. But which
setting?

Regards,
Jayadevan