Why is Sun TV Network falling/rising?

As of 24-Jul, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at Rs 584.65, which reflects a decrease of Rs 6.1 or 1.03%. Today, the stock opened with a gain of 2.41% and reached an intraday high of Rs 605, but ultimately underperformed its sector by 0.47%. Over the past week, the stock has shown a modest increase of 1.29%, although it has significantly underperformed over the longer term, with a year-to-date decline of 14.75% and a one-year drop of 27.60%. The company has reported falling investor participation, with delivery volume decreasing by 47.49% compared to the five-day average, indicating a lack of confidence among investors. Despite having a high return on equity (ROE) of 18.69% and a low debt-to-equity ratio, the stock is trading at a premium compared to its peers, and its profits have decreased by 9.3% over the past year.
In the broader market context, the Sensex has shown a slight decline of 0.09% over the past week, while Sun TV Network's performance has been more favorable in this short timeframe. However, the stock's long-term performance is concerning, as it has underperformed the BSE500 index over the last three years, one year, and three months. The company has faced challenges with negative results in the last three consecutive quarters, and its long-term growth prospects appear weak, with net sales and operating profit growth rates of only 2.55% and 0.23%, respectively, over the last five years. This combination of poor financial performance and declining investor interest contributes to the stock's current downward trend.