Why is Zee Media falling/rising?

As of 18-Aug, Zee Media Corporation Ltd's stock price is currently at 12.68, reflecting an increase of 0.16 or 1.28%. Despite this positive movement today, the stock has shown a decline of 1.71% over the past week and a significant drop of 11.51% over the last month. The stock is trading below its moving averages across various time frames, indicating a bearish trend. However, there has been a notable increase in investor participation, with delivery volume rising by 35.12% compared to the five-day average. Positive results reported for the quarter ending June 25, including the highest operating profit to interest ratio and net sales, alongside an increase in promoter stake by 2.28%, suggest some underlying confidence in the company's future.
In the broader market context, Zee Media's performance has been notably weaker compared to the benchmark, with the Sensex gaining 0.83% over the past week while Zee Media has declined. The stock has consistently underperformed against the benchmark over the last three years, with a year-to-date return of -30.52% compared to the Sensex's 4.01% gain. This consistent underperformance, coupled with weak long-term fundamentals such as a negative EBITDA and a poor EBIT to interest ratio, raises concerns about the stock's sustainability despite today's uptick.