Why is Esha Media falling/rising?

As of 22-Aug, Esha Media Research Ltd's stock price is rising, currently at Rs. 29.16, reflecting an increase of 0.57 (1.99%). The stock has recently hit a new 52-week high and has been on a consecutive gain streak for the last 20 days, yielding a remarkable 143% return during this period. It has outperformed its sector by 2.38% today and shows strong performance over various time frames, including a 145.25% increase over the past month and a 304.44% rise over the last three years. However, despite this impressive performance, the company faces challenges such as a negative book value and high debt, which contribute to its weak long-term fundamental strength.
In the broader market context, Esha Media's short-term performance significantly outpaces the benchmark, with a 10.25% increase over the past week compared to the Sensex's 0.88% rise. While the stock has demonstrated strong returns in both the short and long term, it is important to note that its fundamentals are concerning, with flat results reported in June and a negative EBITDA. These factors suggest that while the stock is currently rising, there are underlying risks that investors should consider, particularly regarding the company's long-term growth potential and financial health.