Based on what I'm reading from those links, I think I have it figured out, so here's my attempt to clear up the confusion. This is just as I understand it, by the way. Some of the times may be off by an hour or two because my maths isn't brilliant, but it's as close as possible.
The countdown for the Sony TGS livestream suggests 6pm Thursday Japanese time (10am UK time, 5am East Coast, 2am West Coast) for TGS itself, but the CVG link says 5am BST for the Sony conference, which is clearly happening prior to the actual show.
BST, for those who are confused, is British Summertime, and is the current time zone for the UK until whenever we put our clocks back to GMT again. 5am BST makes more sense than 5am Japanese time, since why would Sony hold their conference at 5am? 5am BST would be 1pm Japanese time, which makes a little more sense.
So basically, the Sony conference is at the following times:
1pm Japanese time
5am UK time
Midnight for the East Coast
9pm for the West Coast
TGS itself starts on Thursday at:
6pm Japanese time
10am UK time
5am East Coast
2am West Coast
I hope this helps clear things up and not confused things even more for you guys 
