Why is Sun TV Network falling/rising?

As of 25-Jul, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at 575.10, reflecting a decrease of 9.55 points or 1.63%. The stock has been underperforming recently, having fallen consecutively for the last two days, resulting in a total decline of 2.65%. In terms of returns, the stock has shown a negative performance over the past month at -3.12% and a significant drop of -29.49% over the last year. Despite a high management efficiency indicated by a return on equity (ROE) of 18.69% and a fair valuation compared to peers, the company has faced challenges with declining profits, which have decreased by 9.3% over the past year. Additionally, the stock is trading below all its moving averages, indicating a bearish trend.
In the broader market context, Sun TV Network's performance contrasts with the benchmark Sensex, which has shown a slight increase of 4.25% year-to-date. While the stock outperformed its sector by 1.1% today, the overall sector, TV Broadcasting & Software, has also declined by 2.67%. The stock's liquidity appears to be adequate, but there has been a notable drop in investor participation, with delivery volume falling by 54.36% against the five-day average. This decline in interest, combined with the company's negative results over the last three quarters and poor long-term growth prospects, contributes to the stock's downward movement.