The "official" UBB time is UT, formerly Greenwich Mean Time. Here's what you do to get it on Eastern Time. At the top of your webpage, click on My Stuff, then on Edit Preferences in the dropdown list. Third from the bottom on that latter page, you'll see Choose your time offset in hours: (..,-2,-1,0,1,2,..).
Put -5 in that field, then Submit. You're all set now for Eastern Standard Time. Don't forget to change -5 to -4 when Daylight Time arrives, then back to -5 in the fall, etc.