diff --git a/IPython/nbconvert/exporters/html.py b/IPython/nbconvert/exporters/html.py
index 71b9e01..bb63397 100644
--- a/IPython/nbconvert/exporters/html.py
+++ b/IPython/nbconvert/exporters/html.py
@@ -39,8 +39,8 @@ class HTMLExporter(TemplateExporter):
     default_template = Unicode('full', config=True, help="""Flavor of the data 
         format to use.  I.E. 'full' or 'basic'""")
     
-    def _raw_format_default(self):
-        return 'html'
+    def _raw_mimetype_default(self):
+        return 'text/html'
     
     @property
     def default_config(self):
diff --git a/IPython/nbconvert/exporters/latex.py b/IPython/nbconvert/exporters/latex.py
index 8576295..a095262 100644
--- a/IPython/nbconvert/exporters/latex.py
+++ b/IPython/nbconvert/exporters/latex.py
@@ -63,8 +63,8 @@ class LatexExporter(TemplateExporter):
     #Extension that the template files use.    
     template_extension = Unicode(".tplx", config=True)
 
-    def _raw_format_default(self):
-        return 'latex'
+    def _raw_mimetype_default(self):
+        return 'text/latex'
 
 
     @property
diff --git a/IPython/nbconvert/exporters/markdown.py b/IPython/nbconvert/exporters/markdown.py
index 56334c7..fb38539 100644
--- a/IPython/nbconvert/exporters/markdown.py
+++ b/IPython/nbconvert/exporters/markdown.py
@@ -30,11 +30,11 @@ class MarkdownExporter(TemplateExporter):
         'md', config=True, 
         help="Extension of the file that should be written to disk")
 
-    def _raw_format_default(self):
-        return 'markdown'
+    def _raw_mimetype_default(self):
+        return 'text/markdown'
     
-    def _raw_formats_default(self):
-        return ['md', 'markdown', 'html']
+    def _raw_mimetypes_default(self):
+        return ['text/markdown', 'text/html']
 
     @property
     def default_config(self):
diff --git a/IPython/nbconvert/exporters/python.py b/IPython/nbconvert/exporters/python.py
index 0eed525..1d13bc3 100644
--- a/IPython/nbconvert/exporters/python.py
+++ b/IPython/nbconvert/exporters/python.py
@@ -29,9 +29,6 @@ class PythonExporter(TemplateExporter):
         'py', config=True, 
         help="Extension of the file that should be written to disk")
 
-    def _raw_format_default(self):
-        return 'python'
-    
-    def _raw_formats_default(self):
-        return ['py', 'python']
+    def _raw_mimetype_default(self):
+        return 'application/x-python'
 
diff --git a/IPython/nbconvert/exporters/rst.py b/IPython/nbconvert/exporters/rst.py
index c308ba7..22dfc82 100644
--- a/IPython/nbconvert/exporters/rst.py
+++ b/IPython/nbconvert/exporters/rst.py
@@ -30,12 +30,9 @@ class RSTExporter(TemplateExporter):
         'rst', config=True, 
         help="Extension of the file that should be written to disk")
 
-    def _raw_format_default(self):
-        return 'rst'
+    def _raw_mimetype_default(self):
+        return 'text/restructuredtext'
     
-    def _raw_formats_default(self):
-        return ['rst', 'restructuredtext']
-
     @property
     def default_config(self):
         c = Config({'ExtractOutputPreprocessor':{'enabled':True}})
diff --git a/IPython/nbconvert/exporters/templateexporter.py b/IPython/nbconvert/exporters/templateexporter.py
index f79471e..a5eed82 100644
--- a/IPython/nbconvert/exporters/templateexporter.py
+++ b/IPython/nbconvert/exporters/templateexporter.py
@@ -126,12 +126,12 @@ class TemplateExporter(Exporter):
         help="""Dictionary of filters, by name and namespace, to add to the Jinja
         environment.""")
 
-    raw_format = Unicode('')
-    raw_formats = List(config=True,
+    raw_mimetype = Unicode('')
+    raw_mimetypes = List(config=True,
         help="""formats of raw cells to be included in this Exporter's output."""
     )
-    def _raw_formats_default(self):
-        return [self.raw_format]
+    def _raw_mimetypes_default(self):
+        return [self.raw_mimetype]
 
 
     def __init__(self, config=None, extra_loaders=None, **kw):
@@ -209,8 +209,8 @@ class TemplateExporter(Exporter):
           preprocessors and filters.
         """
         nb_copy, resources = super(TemplateExporter, self).from_notebook_node(nb, resources, **kw)
-        resources.setdefault('raw_format', self.raw_format)
-        resources.setdefault('raw_formats', self.raw_formats)
+        resources.setdefault('raw_mimetype', self.raw_mimetype)
+        resources.setdefault('raw_mimetypes', self.raw_mimetypes)
 
         self._load_template()
 
diff --git a/IPython/nbconvert/exporters/tests/base.py b/IPython/nbconvert/exporters/tests/base.py
index ee09ba4..9db1caa 100644
--- a/IPython/nbconvert/exporters/tests/base.py
+++ b/IPython/nbconvert/exporters/tests/base.py
@@ -22,7 +22,13 @@ from ...tests.base import TestsBase
 # Class
 #-----------------------------------------------------------------------------
 
-all_raw_formats = set(['markdown', 'html', 'rst', 'python', 'latex'])
+all_raw_mimetypes = {
+    'application/x-python',
+    'text/markdown',
+    'text/html',
+    'text/restructuredtext',
+    'text/latex',
+}
 
 class ExportersTestsBase(TestsBase):
     """Contains base test functions for exporters"""
@@ -35,14 +41,14 @@ class ExportersTestsBase(TestsBase):
     
     @onlyif_cmds_exist('pandoc')
     def test_raw_cell_inclusion(self):
-        """test raw cell inclusion based on raw_format metadata"""
+        """test raw cell inclusion based on raw_mimetype metadata"""
         if self.should_include_raw is None:
             return
         exporter = self.exporter_class()
         (output, resources) = exporter.from_filename(self._get_notebook('rawtest.ipynb'))
         for inc in self.should_include_raw:
             self.assertIn('raw %s' % inc, output, "should include %s" % inc)
-        self.assertIn('no raw_format metadata', output)
-        for exc in all_raw_formats.difference(self.should_include_raw):
+        self.assertIn('no raw_mimetype metadata', output)
+        for exc in all_raw_mimetypes.difference(self.should_include_raw):
             self.assertNotIn('raw %s' % exc, output, "should exclude %s" % exc)
         self.assertNotIn('never be included', output)
diff --git a/IPython/nbconvert/exporters/tests/files/rawtest.ipynb b/IPython/nbconvert/exporters/tests/files/rawtest.ipynb
index c2a8b14..667ddbf 100644
--- a/IPython/nbconvert/exporters/tests/files/rawtest.ipynb
+++ b/IPython/nbconvert/exporters/tests/files/rawtest.ipynb
@@ -10,7 +10,7 @@
     {
      "cell_type": "raw",
      "metadata": {
-      "raw_format": "html"
+      "raw_mimetype": "text/html"
      },
      "source": [
       "<b>raw html</b>"
@@ -19,7 +19,7 @@
     {
      "cell_type": "raw",
      "metadata": {
-      "raw_format": "markdown"
+      "raw_mimetype": "text/markdown"
      },
      "source": [
       "* raw markdown\n",
@@ -30,7 +30,7 @@
     {
      "cell_type": "raw",
      "metadata": {
-      "raw_format": "rst"
+      "raw_mimetype": "text/restructuredtext"
      },
      "source": [
       "``raw rst``\n",
@@ -43,7 +43,7 @@
     {
      "cell_type": "raw",
      "metadata": {
-      "raw_format": "python"
+      "raw_mimetype": "application/x-python"
      },
      "source": [
       "def bar():\n",
@@ -54,7 +54,7 @@
     {
      "cell_type": "raw",
      "metadata": {
-      "raw_format": "latex"
+      "raw_mimetype": "text/latex"
      },
      "source": [
       "\\LaTeX\n",
@@ -65,13 +65,13 @@
      "cell_type": "raw",
      "metadata": {},
      "source": [
-      "# no raw_format metadata, should be included by default"
+      "# no raw_mimetype metadata, should be included by default"
      ]
     },
     {
      "cell_type": "raw",
      "metadata": {
-      "raw_format": "doesnotexist"
+      "raw_mimetype": "doesnotexist"
      },
      "source": [
       "garbage format defined, should never be included"
diff --git a/IPython/nbconvert/templates/latex/skeleton/null.tplx b/IPython/nbconvert/templates/latex/skeleton/null.tplx
index 7fa6b48..5f8909b 100644
--- a/IPython/nbconvert/templates/latex/skeleton/null.tplx
+++ b/IPython/nbconvert/templates/latex/skeleton/null.tplx
@@ -81,7 +81,7 @@ consider calling super even if it is a leave block, we might insert more blocks 
                 ((*- endblock headingcell -*))
             ((*- elif cell.cell_type in ['raw'] -*))
                 ((*- block rawcell scoped -*))
-                ((* if cell.metadata.get('raw_format', resources.get('raw_format')) == resources.get('raw_format') *))
+                ((* if cell.metadata.get('raw_mimetype', resources.get('raw_mimetype')) == resources.get('raw_mimetype') *))
                 ((( cell.source )))
                 ((* endif *))
                 ((*- endblock rawcell -*))
diff --git a/IPython/nbconvert/templates/skeleton/null.tpl b/IPython/nbconvert/templates/skeleton/null.tpl
index 2d40ed3..aec85f4 100644
--- a/IPython/nbconvert/templates/skeleton/null.tpl
+++ b/IPython/nbconvert/templates/skeleton/null.tpl
@@ -77,7 +77,7 @@ consider calling super even if it is a leave block, we might insert more blocks 
                 {%- endblock headingcell -%}
             {%- elif cell.cell_type in ['raw'] -%}
                 {%- block rawcell scoped -%}
-                {% if cell.metadata.get('raw_format', resources.get('raw_format', '')).lower() in resources.get('raw_formats', ['']) %}
+                {% if cell.metadata.get('raw_mimetype', resources.get('raw_mimetype', '')).lower() in resources.get('raw_mimetypes', ['']) %}
                 {{ cell.source }}
                 {% endif %}
                 {%- endblock rawcell -%}