argh, what is wrong?!

yesssssssssssss i got it to work!!
finally a good Pure API code that actually works,
i found it deep inside msdn!

this is what we need to do in the WM_NOTIFY:

if(((LPNMHDR)lParam)->code == NM_CUSTOMDRAW)
{
SetWindowLong(hWnd, DWL_MSGRESULT, (LONG)ProcessCustomDraw(lParam));
return TRUE;
}

and let the result function to be:

LRESULT ProcessCustomDraw (LPARAM lParam)
{
LPNMLVCUSTOMDRAW lplvcd = (LPNMLVCUSTOMDRAW)lParam;

switch(lplvcd->nmcd.dwDrawStage)
{
case CDDS_PREPAINT : //Before the paint cycle begins
//request notifications for individual listview items
return CDRF_NOTIFYITEMDRAW;

case CDDS_ITEMPREPAINT: //Before an item is drawn
if (iSelect == (int)lplvcd->nmcd.dwItemSpec)
{
//customize item appearance
lplvcd->clrText = RGB(255,255,255);
lplvcd->clrTextBk = RGB(0,0,255);

//To set a custom font:
//SelectObject(lplvcd->nmcd.hdc, <your custom HFONT>);

return CDRF_NEWFONT;
}
break;

case CDDS_SUBITEM | CDDS_ITEMPREPAINT: //Before a subitem is drawn
if (iSelect == (int)lplvcd->nmcd.dwItemSpec)
{
if (0 == lplvcd->iSubItem)
{
//customize subitem appearance for column 0
lplvcd->clrText = RGB(255,255,255);
lplvcd->clrTextBk = RGB(255,0,0);

//To set a custom font:
//SelectObject(lplvcd->nmcd.hdc, <your custom HFONT>);

return CDRF_NEWFONT;
}
else if (1 == lplvcd->iSubItem)
{
//customize subitem appearance for columns 1..n
//Note: setting for column i carries over to columnn i+1 unless
// it is explicitly reset
lplvcd->clrTextBk = RGB(0,255,0);

return CDRF_NEWFONT;
}
}
}
return CDRF_DODEFAULT;
}

now we can play with Colors!!! finally gotcha !@#@!#!@#!@
:D :D :D