Why is Sun TV Network falling/rising?

As of 16-Jul, Sun TV Network Ltd. is currently priced at 576.50, reflecting an increase of 5.35, or 0.94%. Despite this positive movement today, the stock has underperformed its sector by 1.69%. Over the past week, the stock has shown a return of +1.64%, contrasting with a -1.08% decline in the Sensex. However, the stock's performance over the longer term has been concerning, with a -28.78% return over the past year and a -15.94% year-to-date performance. The company has reported negative results for the last three consecutive quarters, which has contributed to a decline in investor confidence, despite its high management efficiency and fair valuation compared to peers.
In the broader market context, the TV Broadcasting & Software sector has gained by 2.6%, indicating a positive trend in the industry, yet Sun TV Network's performance remains below par. The stock's liquidity is adequate, but there has been a notable drop in investor participation, with delivery volume falling by 23.72% against the five-day average. This decline in participation, coupled with poor long-term growth metrics such as low net sales growth and operating profit, suggests that while the stock may have seen a slight uptick today, the overall outlook remains challenging compared to the broader market trends.