Why is Sun TV Network falling/rising?

As of 24-Sep, Sun TV Network Ltd. is currently priced at 543.80, reflecting a decline of 4.7 points or 0.86%. The stock has been on a downward trend, having fallen consecutively for the last four days, resulting in a total return of -2.89% during this period. Additionally, the stock has underperformed significantly over various time frames, with a year-to-date decline of 20.71% and a one-year drop of 34.47%. Despite a high management efficiency indicated by a return on equity (ROE) of 18.68% and a low debt-to-equity ratio, the company has faced challenges with flat sales growth and declining profits, which have contributed to its poor performance.
In the broader market context, Sun TV Network's short-term performance has been notably worse than the benchmark, as it has declined by 2.78% over the past week while the Sensex has only decreased by 1.18%. This stark contrast highlights the stock's struggles relative to the market. Furthermore, the stock's liquidity appears to be adequate, yet the falling investor participation, with a significant drop in delivery volume, suggests a lack of confidence among investors. Overall, the combination of poor long-term growth prospects, flat quarterly results, and underperformance against benchmarks has led to the current decline in the stock's price.