Why is Sun TV Network falling/rising?

As of 15-Jul, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at 571.15, down by 1.75 or 0.31%. The stock has shown a trend reversal, falling after two consecutive days of gains. It is currently trading higher than its 5-day moving averages but lower than its 20-day, 50-day, 100-day, and 200-day moving averages. Despite a rise in delivery volume by 4.26% against the 5-day average, the stock has underperformed significantly over the past year, with a return of -29.78%. The company has also reported negative results for the last three consecutive quarters, contributing to its poor long-term growth outlook, with net sales growing at an annual rate of only 2.55% over the last five years.
In the broader market context, Sun TV Network's short-term performance of -0.36% over the past week contrasts with the Sensex, which has declined by 1.36%. This indicates that while the stock is falling, it is doing so at a slower rate than the overall market. The company's high management efficiency, indicated by a return on equity (ROE) of 18.69%, and a low debt-to-equity ratio suggest some financial stability. However, the stock's significant underperformance compared to the benchmark indices over various periods, combined with declining profits and negative quarterly results, highlights the challenges it faces in regaining investor confidence and improving its market position.