Why is Sun TV Network falling/rising?

As of 08-Aug, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at Rs 552.00, which reflects a decrease of Rs 8.3 or 1.48%. The stock has underperformed its sector by 0.31% today, touching an intraday low of Rs 547, which is a drop of 2.37%. Over the past week, the stock has decreased by 1.65%, and it has shown a significant decline of 37.70% over the past year. The company is trading below all its moving averages, indicating a bearish trend. Furthermore, there has been a notable decrease in investor participation, with delivery volume falling by 23.25% against the 5-day average. Despite having a high return on equity (ROE) of 18.69% and a low debt-to-equity ratio, the stock's performance has been hindered by flat sales growth and declining profits, which have fallen by 9.4% over the past year.
In the broader market context, the Sensex has shown a slight decline of 0.92% over the past week, indicating that while Sun TV Network is underperforming, the overall market is also facing challenges. However, the stock's year-to-date performance is particularly concerning, with a drop of 19.51%, contrasting sharply with the Sensex's gain of 2.20% in the same period. This underperformance is further highlighted by the company's poor long-term growth metrics, with net sales growing at only 2.55% annually over the last five years. The combination of flat quarterly results and a significant drop in profit before tax (PBT) and profit after tax (PAT) suggests that the company is struggling to maintain its competitive edge, contributing to the negative sentiment surrounding its stock price.