Why is Sun TV Network falling/rising?

As of 30-Jul, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at 567.10, which reflects a decrease of 6.05 or 1.06%. The stock has underperformed its sector today by 0.37%, and it is trading below its 5-day, 20-day, 50-day, 100-day, and 200-day moving averages. Additionally, there has been a significant drop in investor participation, with delivery volume falling by 61.38% compared to the 5-day average. Over the past year, the stock has generated a return of -35.52%, and its profits have decreased by 9.3%. Despite having a high management efficiency indicated by a return on equity (ROE) of 18.69% and a low debt-to-equity ratio, the company has reported negative results for the last three consecutive quarters, contributing to its poor performance.
In the broader market context, Sun TV Network's short-term performance has been notably worse than the benchmark, with a 1-week return of -4.00% compared to the Sensex's -1.50%. This underperformance is consistent with its long-term trends, where the stock has lagged behind the BSE500 over various periods, including the last three years and one year. The company's annual sales growth has been minimal, and its operating profit has also shown a downward trend, indicating challenges in achieving sustainable growth. Overall, the combination of declining profits, negative quarterly results, and poor long-term growth prospects has led to the stock's current downward trajectory.