Why is Sun TV Network falling/rising?

As of 01-Aug, Sun TV Network Ltd. is experiencing a slight decline in its stock price, currently at 561.25, down by 0.25 (-0.04%). The stock has been underperforming, having fallen consecutively for the last three days, resulting in a total decline of 2.08% during this period. Additionally, the stock has shown negative returns over various time frames, including a 1-week decline of 2.41% and a 1-month decline of 5.78%. Despite a rise in investor participation, with delivery volume increasing by 63.19% against the 5-day average, the stock is trading below its moving averages across multiple time frames. The company has also reported negative results for the last three consecutive quarters, contributing to a significant annual return of -36.83%, while profits have decreased by 9.3%.
In the broader market context, Sun TV Network's performance has been notably weaker compared to the benchmark Sensex, which has shown a decline of only 1.06% over the past week and a modest gain of 3.15% year-to-date. This underperformance is further highlighted by the company's low long-term growth rates, with net sales growing at an annual rate of just 2.55% over the last five years. The stock's fair valuation, indicated by a Price to Book Value of 1.9, does not seem to be enough to offset the negative sentiment stemming from its recent financial results and declining operating metrics. Overall, the combination of poor recent performance, negative quarterly results, and underwhelming growth prospects has led to a downward trend in the stock price.