My live TV provider, and I assume others as well (?) doesn't put New or Live tags on every programme entry in the xmltv file that are new shows. In the guide display on my Roku and Shield all of the entries show as Repeat as in the image below. My assumption is that those Emby clients (maybe others) seem to default to displaying the Repeat tag. I would prefer that it not default to anything and simply display the tags in the programme entry.
This is a shield screen capture:
This is from emby theater (note no repeat tag):