Why is Sun TV Network falling/rising?

As of 08-Oct, Sun TV Network Ltd. is experiencing a decline in its stock price, currently at Rs 570.40, which reflects a decrease of Rs 12.25 or 2.1%. Today's price summary indicates that the stock has underperformed its sector by 0.46% and has fallen after two consecutive days of gains. The stock touched an intraday low of Rs 567.8, and the volume traded was significantly lower than the average, with a 71.96% drop in delivery volume compared to the past five days. Over the past year, the stock has generated a return of -30.61%, which is considerably worse than the benchmark's return of -2.13%. Additionally, the stock's performance over the last week shows a decline of 5.26%, while it has seen a modest increase of 3.07% over the past month.
In the broader market context, while the Sensex has shown a positive return of 0.98% over the past week and 1.22% over the past month, Sun TV Network's performance has been notably weaker. The company has a high management efficiency with a return on equity (ROE) of 18.68% and a low debt-to-equity ratio, but it is trading at a premium compared to its peers. Despite these positive factors, the company has faced challenges with poor long-term growth, as evidenced by a decline in profits and flat results in recent quarters. This combination of underperformance relative to the market and declining financial metrics has contributed to the stock's downward movement.