On May 3, 2010, TNA announced that the show would be returning to Thursday nights beginning on Thursday, May 13, 2010 at 9:00pm Eastern. Commenting on the move in an announcement posted on the TNA website, Brian J. Diamond (Spike TV's Senior Vice President of Sports and Specials) said, "The fans have spoken and with their input we have determined the best time slot to maximize the TNA audience is on Thursday nights where we are confident it will be among the most-watched shows with young men". In the same announcement, TNA president Dixie Carter is quoted as saying, "Our fans made it clear that they preferred the Thursday night time period. By moving to Thursdays, this is a win/win opportunity for both TNA and the fans. We are looking forward to delivering what the fans are asking for!". On June 24, 2010, Spike TV expanded “TNA Thursdays” to three hours with the addition of TNA Reaction (stylized as "TNA ReAction" or, alternatively, as "TNA ReACTION"), which will become a regular one-hour docu-series immediately preceding TNA iMPACT! from 8:00-9:00 Eastern. “ReAction" will focus on the stories and characters of TNA Wrestling and preview the upcoming episode of “TNA iMPACT!” TNA Impact! was also re-branded as "Thursday Night" Impact due to its return to Thursdays. TNA Wrestling president Dixie Carter announced on January 13, 2011 that on February 24, 2011, the promotion would be holding Impact! tapings at the Crown Coliseum in Fayetteville, North Carolina.