Why is Sun TV Network falling/rising?

As of 14-Aug, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at Rs 573.45, which reflects a decrease of Rs 12.25 or 2.09%. The stock has underperformed its sector by 1.21% today and has seen a trend reversal after three consecutive days of gains. It touched an intraday low of Rs 572.65, indicating a drop of 2.23%. Over the past week, the stock has shown a modest increase of 2.35%, but it has significantly underperformed over the longer term, with a year-to-date decline of 16.38% and a one-year return of -29.67%. Despite a high dividend yield of 3.41% and a strong management efficiency reflected in a high ROE of 18.68%, the stock's recent performance is negatively impacted by flat results and declining profits, which have fallen by 9.4% over the past year.
In the broader market context, while Sun TV Network has seen a slight increase in the short term, the benchmark Sensex has remained relatively flat with a change of -0.03% over the past week. The stock's long-term performance has been poor, with returns lagging behind the benchmark indices over various periods, including a three-year return of 20.13% compared to the Sensex's 35.54%. This underperformance, coupled with disappointing financial results and low growth rates in net sales and operating profit, suggests that investor sentiment may be cautious, contributing to the stock's current decline.