WHO COULD HAVE SEEN THIS COMING? Oh my: Prelim ratings for Emmys predict new record … low. “If this firms up in final ratings, it will surpass 2016 as the worst-rated Emmys of all time, and 2016 surpassed the previous low, and so on. In fact, as Newsweek pointed out yesterday, the Emmys have lost 50% of their audience since 2013 and the lowest ratings since 1990, and last night’s extravaganza certainly didn’t turn the ship around. One could blame the plethora of TV choices viewers have, including streaming, but those didn’t arrive only in 2014. Consumers have had lots of choice for two decades or more, and yet the sharp decline only started in the past few years. Why?” Yeah, it’s a real mystery.