Why is Esha Media falling/rising?

As of 10-Jul, Esha Media Research Ltd's stock price is currently at Rs 12.87, reflecting an increase of Rs 1.17 or 10.0%. The stock opened with a gain of 10% today and reached an intraday high of Rs 12.87. Over the past week, the stock has outperformed the sector by 9.4%, with a weekly return of +3.79%. However, despite this short-term gain, the company has a negative book value and weak long-term fundamental strength, evidenced by a decline in profits of -353% over the past year. The company also has a high debt-to-equity ratio and has shown poor long-term growth, with net sales growing at an annual rate of only 32.34% and operating profit declining by -7.15% over the last five years.
In the broader market context, Esha Media's recent performance contrasts with the Sensex, which has shown a slight decline of -0.06% over the past week. While the stock has gained in the short term, its year-to-date performance remains negative at -18.23%, compared to the Sensex's positive return of +6.46%. This indicates that while the stock is experiencing a temporary rise, it is still underperforming in the longer term relative to the broader market. The increased investor participation, with a 30.77% rise in delivery volume, suggests some renewed interest, but the overall financial health of the company raises concerns about its sustainability in the face of high debt and negative earnings before interest, taxes, depreciation, and amortization (EBITDA).