Why is Sun TV Network falling/rising?

As of 31-Jul, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at 561.50, which reflects a decrease of 5.6 points or 0.99%. The stock has underperformed its sector by 1.07% today and has been on a consecutive downward trend for the last two days, resulting in a total decline of 2.03% during this period. Over the past week, the stock has fallen by 3.96%, and its performance over the last month shows a decrease of 5.74%. The stock is trading below all key moving averages, indicating a bearish trend. Additionally, there has been a significant drop in investor participation, with delivery volume falling by 27.02% compared to the five-day average. Despite having a high 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 decline of 3.96% compared to the Sensex's drop of only 1.22%. The stock has also underperformed the BSE500 over various time frames, including the last three years, one year, and three months. This underperformance is compounded by a lack of long-term growth, as evidenced by a mere 2.55% annual growth rate in net sales over the past five years. The company's recent financial results, including a significant drop in operating profit and negative returns over the past year, further exacerbate the negative sentiment surrounding the stock, leading to its current decline.