EST: 6 am, 2/22
CST: 5 am, 2/22
MST: 4 am, 2/22
PST: 3 am, 2/22
Sources:
http://www.neogaf.com/forum/showthread.php?p=35326227
And
(DIRECT LINK)
http://www.nintendo.co.jp/n10/nintendo_direct/index.html
According to sources, the direct will focus on the 3DS and Wii (again).