Why is Sun TV Network falling/rising?

As of 18-Jul, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at 572.30, which reflects a decrease of 4.9 points or 0.85%. The stock has underperformed its sector by 0.65% today and has shown a trend reversal after two consecutive days of gains. In terms of performance, the stock has generated a return of -28.62% over the past year and has seen a significant drop in investor participation, with delivery volume falling by 62.88% against the five-day average. Despite having a high management efficiency indicated by an ROE of 18.69% and a fair valuation compared to peers, the company has reported negative results for the last three consecutive quarters, contributing to its recent price decline.
In the broader market context, the stock's short-term return of +0.89% over the past week contrasts with the Sensex, which has decreased by 0.90%. This indicates that while the stock has shown some resilience in the short term, its long-term performance remains concerning, with a year-to-date decline of 16.55% compared to the Sensex's increase of 4.63%. The company’s poor long-term growth, with net sales growing at an annual rate of only 2.55% and operating profit at 0.23% over the last five years, further exacerbates the situation. Overall, the combination of declining sales, negative quarterly results, and underperformance relative to the broader market suggests a challenging outlook for Sun TV Network Ltd.