Why is Zee Media falling/rising?

As of 09-Jul, Zee Media Corporation Ltd's stock price is currently at 14.97, reflecting an increase of 0.1 or 0.67%. The stock has shown positive momentum recently, gaining 1.84% over the last two days and outperforming its sector by 1.2%. Over the past week, it has risen by 4.98%, and in the last month, it has increased by 8.87%. However, despite these short-term gains, the company faces significant challenges, including operating losses and a weak ability to service its debt, which is indicated by a negative EBIT to Interest ratio. Additionally, the stock has generated a return of -2.86% over the past year, and its profitability remains low, as evidenced by a Return on Equity of only 7.18%. While institutional investors have increased their stake, indicating some confidence, the overall long-term fundamentals appear weak.
In the broader market context, Zee Media's recent performance contrasts with the benchmark Sensex, which has only increased by 0.15% over the past week. The stock's short-term gains are notable, especially given its consistent underperformance against the benchmark over the last three years. The company has struggled with negative EBITDA and has reported flat results in its latest quarterly earnings, which may contribute to investor caution despite the recent uptick in price. Overall, while there are signs of rising investor participation and short-term gains, the underlying financial challenges continue to pose risks for the stock's future performance.