Why is Zee Media falling/rising?

As of 10-Jul, Zee Media Corporation Ltd's stock price is currently at 14.93, reflecting a decrease of 0.04, or 0.27%. The stock has underperformed its sector today by 0.28%, and it has experienced a trend reversal, falling after two consecutive days of gains. Despite a positive performance over the past week and month, with returns of 3.32% and 6.80% respectively, the stock has a year-to-date decline of 18.19%. The company's financial health is concerning, as it has reported operating losses and a weak ability to service its debt, indicated by a negative EBIT to Interest ratio. Additionally, while institutional investors have increased their stake, suggesting some confidence in the company, the overall profitability remains low, with a return on equity of only 7.18%.
In the broader market context, Zee Media's short-term performance contrasts with the Sensex, which has seen a slight decline of 0.06% over the past week. The stock's liquidity remains adequate for trading, but a significant drop in delivery volume by 29.05% against the five-day average indicates falling investor participation. This decline in interest, coupled with the company's negative EBITDA and flat quarterly results, contributes to a perception of risk among investors, further impacting the stock's price negatively.