Why is Esha Media falling/rising?

As of 28-Jul, Esha Media Research Ltd's stock price is rising, currently at Rs 14.24, reflecting an increase of 1.29 or 9.96%. The stock has shown strong performance today, outperforming its sector by 10.9% and has gained consecutively over the last two days, resulting in a total return of 18.67% during this period. Additionally, the stock opened with a significant gain of 9.96% and has maintained this price throughout the trading session. In terms of returns, Esha Media has performed well in the short term, with a 1-week return of 16.06%, while the benchmark Sensex has declined by 1.59%. However, the company faces challenges, including a negative book value and weak long-term fundamentals, with net sales growth at 32.34% and an operating profit decline of 7.15% over the past five years.
Broader Market Context: In the context of the broader market, Esha Media's recent performance contrasts sharply with the Sensex, which has seen a decline of 1.59% over the past week. While the stock has shown resilience in the short term, its year-to-date performance remains negative at -9.53%, compared to a positive return of 3.52% for the Sensex. The stock's high debt levels and negative EBITDA indicate underlying risks that could affect its long-term viability, despite the recent price increase. Overall, while the stock is experiencing a short-term rise, its long-term outlook appears uncertain due to fundamental weaknesses.