A method comprising: determining, by a computing system, whether a digital video fingerprint of media content being rendered by a media presentation device matches multiple reference video fingerprints each corresponding with a different respective channel; responsive to at least determining that the digital video fingerprint matches the multiple reference video fingerprints each corresponding with a different respective channel, performing disambiguation by the computing system based at least in part on a determination that a digital audio fingerprint of the media content being rendered by the media presentation device matches a reference audio fingerprint corresponding with just a single channel of the channels with which the multiple reference video fingerprints correspond, the disambiguation establishing that the media presentation device is receiving the media content on the single channel; and taking action by the computing system based on the establishing that the media presentation device is receiving the media content on the single channel, wherein taking action by the computing system based on the establishing that the media presentation device is receiving the media content on the single channel comprises taking an action selected from the group consisting of (i) causing supplemental channel-specific content to be presented in conjunction with the media content being rendered by the media presentation device and (ii) recording presentation of the single channel for use in a channel ratings system, wherein the computing system is an entity other than the media presentation device, the method further comprising: responsive to at least determining that the digital video fingerprint matches the multiple reference video fingerprints each corresponding with a different respective channel, requesting and receiving by the computing system from the media presentation device the digital audio fingerprint of the media content being rendered by the media presentation device, to facilitate the performing of disambiguation based on the obtained digital audio fingerprint, and responsive to at least determining that the digital video fingerprint matches the multiple reference video fingerprints each corresponding with a different channel, generating reference audio fingerprints corresponding with the channels with which the multiple reference video fingerprints correspond, to facilitate the disambiguation. determining, by a computing system, whether a digital video fingerprint of media content being rendered by a media presentation device matches multiple reference video fingerprints each corresponding with a different respective channel; responsive to at least determining that the digital video fingerprint matches the multiple reference video fingerprints each corresponding with a different respective channel, performing disambiguation by the computing system based at least in part on a determination that a digital audio fingerprint of the media content being rendered by the media presentation device matches a reference audio fingerprint corresponding with just a single channel of the channels with which the multiple reference video fingerprints correspond, the disambiguation establishing that the media presentation device is receiving the media content on the single channel; and taking action by the computing system based on the establishing that the media presentation device is receiving the media content on the single channel, wherein taking action by the computing system based on the establishing that the media presentation device is receiving the media content on the single channel comprises taking an action selected from the group consisting of (i) causing supplemental channel-specific content to be presented in conjunction with the media content being rendered by the media presentation device and (ii) recording presentation of the single channel for use in a channel ratings system, wherein the computing system is an entity other than the media presentation device, the method further comprising: responsive to at least determining that the digital video fingerprint matches the multiple reference video fingerprints each corresponding with a different respective channel, requesting and receiving by the computing system from the media presentation device the digital audio fingerprint of the media content being rendered by the media presentation device, to facilitate the performing of disambiguation based on the obtained digital audio fingerprint, and responsive to at least determining that the digital video fingerprint matches the multiple reference video fingerprints each corresponding with a different channel, generating reference audio fingerprints corresponding with the channels with which the multiple reference video fingerprints correspond, to facilitate the disambiguation. responsive to at least determining that the digital video fingerprint matches the multiple reference video fingerprints each corresponding with a different respective channel, requesting and receiving by the computing system from the media presentation device the digital audio fingerprint of the media content being rendered by the media presentation device, to facilitate the performing of disambiguation based on the obtained digital audio fingerprint, and responsive to at least determining that the digital video fingerprint matches the multiple reference video fingerprints each corresponding with a different channel, generating reference audio fingerprints corresponding with the channels with which the multiple reference video fingerprints correspond, to facilitate the disambiguation.