Why is Sun TV Network falling/rising?

As of 07-Jul, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at Rs 580.40, which reflects a decrease of Rs 10.0 or 1.69%. The stock has underperformed its sector by 0.75% today and has fallen after two consecutive days of gains. It reached an intraday low of Rs 576.25, representing a 2.4% drop. Over the past week, the stock has decreased by 2.85%, and it has shown a significant decline of 25.96% over the past year, while its profits have decreased by 9.3%. The company has also reported negative results for the last three consecutive quarters, contributing to its poor performance in both the short and long term.
In the broader market context, the Sensex has only declined by 0.20% over the past week, indicating that Sun TV Network's performance is notably weaker than the benchmark. The stock's long-term growth prospects appear limited, with net sales growing at an annual rate of just 2.55% over the last five years. Despite having a high return on equity and a low debt-to-equity ratio, the stock is trading at a premium compared to its peers, which may deter investors. Overall, the combination of poor recent performance, negative quarterly results, and underperformance relative to the broader market has led to the stock's decline.