Why is Sun TV Network falling/rising?

As of 04-Sep, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at 558.25, which represents a decrease of 2.85 or 0.51%. The stock has been losing value for the last two days, with a total drop of 1.65% during this period. Although the stock is performing inline with its sector today, it has shown a negative trend over the past month, with a return of -1.36%. The stock's performance over the past year has been particularly poor, with a decline of -30.43%, while its profits have decreased by 9.4%. Despite having a high return on equity (ROE) of 18.68% and a low debt-to-equity ratio, the company's long-term growth appears weak, as evidenced by its annual sales growth of only 5.74% over the last five years.
In the broader market context, the Sensex has shown a positive return of 0.80% over the past week, while Sun TV Network has gained 1.13%, indicating some relative strength in the short term. However, the stock has underperformed the benchmark over longer periods, including a significant drop of -18.60% year-to-date compared to the Sensex's gain of 3.30%. The falling investor participation, with a delivery volume that has decreased by 64.37% against the five-day average, suggests a lack of confidence among investors. Overall, the combination of poor recent performance, declining profits, and weak long-term growth prospects contributes to the stock's downward movement.