Why is Sun TV Network falling/rising?

As of 11-Sep, Sun TV Network Ltd. is experiencing a price increase, currently at 560.60, reflecting a rise of 6.1 or 1.1%. Today's price summary indicates that the stock's performance is in line with the sector, with delivery volume rising by 14.8% against the 5-day average, suggesting increased investor participation. However, despite this short-term uptick, the stock has shown a decline of 1.58% over the past month and a significant drop of 30.87% over the past year, indicating ongoing challenges. The company boasts a high return on equity (ROE) of 18.68% and a low debt-to-equity ratio, which are positive factors, but its profits have decreased by 9.4% over the last year, contributing to the overall negative sentiment around the stock.
In the broader market context, the stock's short-term return of +0.42% over the past week is underperforming compared to the Sensex, which has increased by 1.03% in the same period. This underperformance is consistent with the stock's longer-term trends, where it has lagged behind the benchmark indices over various time frames, including a year-to-date return of -18.26% compared to the Sensex's +4.36%. The company's flat results in recent quarters and poor long-term growth prospects, with net sales growing at only 5.74% annually over the last five years, further exacerbate the situation, leading to a cautious outlook among investors.