Why is Esha Media falling/rising?

As of 21-Aug, Esha Media Research Ltd is experiencing a price increase, currently at Rs. 28.59, reflecting a rise of 0.56 or 2.0%. The stock has reached a new 52-week high today and has been on a consecutive gain streak for the last 19 days, with an impressive return of 138.25% during this period. Additionally, the stock has outperformed the sector by 2.19% today and is trading above all key moving averages. Despite these positive indicators, the company faces challenges such as a negative book value and weak long-term fundamental strength, with high debt levels and a concerning decline in profits over the past year.
In the broader market context, Esha Media's short-term performance has significantly outpaced the benchmark, with a 1-week return of 8.09% compared to the Sensex's 1.74%. The stock has also shown remarkable long-term performance, with a 3-year return of 315.55% against the benchmark's 37.48%. However, the company's high debt-to-equity ratio and negative EBITDA present risks that could affect future performance. Overall, while the stock is currently rising due to strong short-term gains and investor interest, underlying financial weaknesses may pose challenges ahead.