Why is Sun TV Network falling/rising?

As of 18-Aug, Sun TV Network Ltd. is experiencing a price increase, with its current price at Rs 581.10, reflecting a rise of 7.65 (1.33%). The stock has outperformed its sector by 0.35% today and reached an intraday high of Rs 584.95. Despite this positive movement, the stock has shown a decline of 29.19% over the past year and a year-to-date drop of 15.27%. The company boasts a high dividend yield of 3.49% and maintains a low debt-to-equity ratio, which may contribute positively to investor sentiment. However, the stock's performance is tempered by a significant decline in profits and a poor long-term growth outlook, with net sales and operating profit growing at rates of only 5.74% and 2.85%, respectively, over the last five years.
In the broader market context, Sun TV Network's short-term return of 1.88% over the past week outpaces the Sensex's return of 0.83%, indicating a relative strength in the stock compared to the overall market. However, the stock's long-term performance remains concerning, as it has underperformed the BSE500 over various periods, including the last three years and one year. This underperformance, combined with flat results in recent quarters, suggests that while there may be short-term gains, the overall market sentiment towards the stock is cautious due to its declining profitability and growth challenges.