Why is Sun TV Network falling/rising?

As of 09-Jul, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at Rs 567.20, which reflects a decrease of Rs 6.0 or 1.05%. The stock has been underperforming, having fallen consecutively for the last three days, resulting in a total drop of 3.93% during this period. Despite opening with a gain of 2.83% today and reaching an intraday high of Rs 589.4, the overall trend remains negative, as the stock is trading below its 5-day, 20-day, 50-day, 100-day, and 200-day moving averages. Additionally, the stock has shown a significant decline over the past year, with returns of -28.40%, and has underperformed the benchmark indices, including the Sensex, which has gained 3.96% in the same timeframe. The company's recent performance has been further impacted by negative results over the last three consecutive quarters, contributing to a lack of investor confidence.
In the broader market context, while the Sensex has shown a slight increase of 0.15% over the past week, Sun TV Network's stock has declined by 3.78% in the same period, indicating a significant underperformance relative to the market. The company's long-term growth prospects appear poor, with net sales growing at an annual rate of only 2.55% and operating profit at a mere 0.23% over the last five years. Although the company boasts high management efficiency with a return on equity (ROE) of 18.69% and a low debt-to-equity ratio, these positive factors are overshadowed by the recent negative financial results and the stock's substantial decline in value.