Is Premium EM1 currently available?

I last reviewed embedded a year ago and now am having to revisit it and it appears it has changed rather dramatically.

I'd like to show Power BI content from the Power BI Service on video boards within our offices. It sounds like Embedded is the proper way to go and am looking at building an .Net web app using the Power BI apis to show Power BI reports on a page which could then be embedded in an IFRAME on our current video board solution. The app would authenticate and only one Power BI account should be needed in this scenario. Note we are not using SharePoint Online as of yet so it would appear a custom app would be required. My organization is currently licensing users with per person Pro licenses and has not yet gone to premium as we will have less than 300 users.

My questions are:

• If we were to develop a web app using the Power BI APIs for this purpose am I correct in understanding that we will need Embedded and cannot do the authentication and rendering without this licensing level?
• Can we use an "A" SKU or do we need to go to an "EM" for this type of functionality? We would not go to "P" given we only have 300 users.
• We need to support Direct Query in our solution with access to on-prem databases. It sounds like there are some limitations on direct queries in the new embedded skus but it is not completely clear. What limitations are there on Direct Query and embedded?

I've looked at Display Monkey that does a similar thing but I'm assuming its method of using Oauth to authenticate against one user account and then the Power BI apis to render is not acceptable given our licensing agreements and pro licenses or we would still need to pay for Embedded if we were to adopt this.

Any help is much appreciated!