Why is Sun TV Network falling/rising?

As of 08-Jul, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at 573.20, reflecting a decrease of 7.2 points or 1.24%. The stock has underperformed its sector by 1.02% today and has been on a consecutive downward trend for the last two days, resulting in a total decline of 2.91% during this period. Over the past week, the stock has decreased by 3.78%, and it has shown a significant drop of 27.04% over the past year, indicating a troubling performance relative to the broader market. Despite a high return on equity (ROE) of 18.69% and a fair valuation compared to peers, the company has faced negative results for the last three consecutive quarters, contributing to its recent price decline.
In the broader market context, the Sensex has shown a slight increase of 0.02% over the past week, contrasting with Sun TV Network's negative performance. While the stock has a market capitalization of Rs 22,873 crore and constitutes a significant portion of its sector, its long-term growth prospects appear poor, with net sales growing at an annual rate of only 2.55% over the last five years. This underperformance, coupled with a low operating profit margin and declining profits, has led to a lack of investor confidence, further exacerbating the stock's decline in the current market environment.