Still having date format issues even with Flex Viewer 3.3

I have a map service that has a date field with no time in it whatsoever but when I create the map in the Flex viewer it adds 5:00pm to every record in the pop up window. I have upgraded to 3.3 but still have this problem. I have tried adding formatting tags in the pop up xml file:

<field name="DATE" alias="PURCHASE DATE" visible="true"/>
<format dateformat="shortDate"/>

Doesn't work.

I have tried this:

<field name="DATE" alias="PURCHASE DATE" visible="true"/>
<format dateformat="shortDate"/>
</field>

I get a parsing error in the preview and it won't draw my layer.

Any help would be appreciated.