That execution time should be UTC, so it should be four hours less than your current time in your timezone (14:00 - 10:00). Is that correct? Are you running the latest version of QV10 SR3 (build 9061)?
I may be missing something here. Do you mean you click on the "play" button and the task is not performed until four hours later? Or is it that it reloads when you click al right but it still shows 10:00 in the QEMC instead of 14:00?
For UTC time I mean exactly that: some information in the QEMC is not subject to the operating system local time, rather than the UTC (GMT) time.
In regards to the Server version, yours is not last, so if possible, upgrade to the latest version you can download in the QlikView portal (or ask for it if your account doesn't allow you to see it).
As I mentioned above, this is not unsual, that your time is displayed GMT instead of your local time. What would be a problem was that when you clicked on play or your scheduled reloads will not trigger, but it seems they do. Is your operating system updated?
Have you upgraded from previous versions of QlikView Server recently?