PHP max_execution_time with Virtual Hosts Question

[Simon <nmc@orcon.net.nz>]

Hi There, We have a client who needs the max_execution_time set higher 
than it currently is.. We currently have these settings in the Apache 
VirtualHost:

php_admin_value safe_mode 1
php_admin_value open_basedir 
".:/usr/share/php/:/mnt/files/www/www.customers_domain.co.nz/"

So added this:

php_admin_value max_execution_time 180

But when reloading apache and checking the phpinfo() the 
max_execution_time is still set to 30...

Any ideas here? Is there an override or something?

Regards,

Simon