Why is Sun TV Network falling/rising?

As of 06-Aug, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at 558.95, which reflects a decrease of 4.45 or 0.79%. The stock has been underperforming recently, having fallen consecutively for the last two days with a total return of -1.24% during this period. Additionally, it is trading below its 5-day, 20-day, 50-day, 100-day, and 200-day moving averages. The stock has also shown poor performance over the past year, with a return of -36.48%, while 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 declared negative results for the last three consecutive quarters, contributing to its recent price decline.
In the broader market context, Sun TV Network's short-term performance has been worse than the benchmark, with a 1-week return of -1.44% compared to the Sensex's -1.15%. This underperformance is further highlighted by its significant decline over the past month, where it fell by 5.33% against the Sensex's 3.46%. The stock's liquidity remains adequate for trading, but the falling delivery volume indicates a decrease in investor participation, which may be contributing to the downward pressure on the stock price. Overall, the combination of poor recent financial results, declining sales growth, and negative investor sentiment has led to the stock's current downward trajectory.