Why is Sun TV Network falling/rising?

As of 10-Jul, Sun TV Network Ltd. is currently priced at 566.65, reflecting a decrease of 0.55, or 0.1%. The stock has been on a downward trend, having lost 4.02% over the past four days and is trading below its 5-day, 20-day, 50-day, 100-day, and 200-day moving averages. Over the past year, the stock has generated a return of -27.31%, while its profits have declined by 9.3%. Despite a high management efficiency indicated by a return on equity (ROE) of 18.69% and a low debt-to-equity ratio, the company has faced poor long-term growth, with net sales growing at an annual rate of only 2.55% and negative results reported for the last three consecutive quarters.
In the broader market context, the stock's recent performance contrasts sharply with the benchmark, as it has underperformed the Sensex, which has gained 6.46% year-to-date. While the stock has seen a rise in investor participation, with delivery volume increasing significantly, the overall sentiment remains negative due to the company's below-par performance in both the near and long term. The stock's significant decline over the past year and its inability to generate positive returns compared to the broader market indicate a challenging environment for Sun TV Network Ltd.