A method comprising: receiving a plurality of known media content, wherein the plurality of known media content has associated known content identifiers; storing the known content identifiers associated with the plurality of known media content in a non-real-time database; determining a subset of the plurality of known media content, the known media content in the determined subset having associated contextually-related data, wherein contextually-related data is additional data to be provided to a client media system for display, which is not part of the known media content; storing known content identifiers associated with the subset of the plurality of known media content having associated contextually-related data in a real-time database; receiving unknown content identifiers corresponding to unknown media content being displayed by a media system; searching the real-time database using the unknown content identifiers to determine whether the unknown content identifiers correspond to known content identifiers associated with the subset of the plurality of known media content in the real-time database; selecting known media content associated with the corresponding known content identifiers from the real-time database and identifying the unknown media content as the selected known media content from the real-time database, when the unknown content identifiers correspond to known content identifiers in the real-time database; searching the non-real-time database using the unknown content identifiers when the unknown content identifiers do not correspond to known content identifiers in the real-time database; and selecting known media content associated with known content identifiers from the non-real-time database corresponding to the unknown content identifiers and identifying the unknown media content as the selected known media content from the non-real-time database. receiving a plurality of known media content, wherein the plurality of known media content has associated known content identifiers; storing the known content identifiers associated with the plurality of known media content in a non-real-time database; determining a subset of the plurality of known media content, the known media content in the determined subset having associated contextually-related data, wherein contextually-related data is additional data to be provided to a client media system for display, which is not part of the known media content; storing known content identifiers associated with the subset of the plurality of known media content having associated contextually-related data in a real-time database; receiving unknown content identifiers corresponding to unknown media content being displayed by a media system; searching the real-time database using the unknown content identifiers to determine whether the unknown content identifiers correspond to known content identifiers associated with the subset of the plurality of known media content in the real-time database; selecting known media content associated with the corresponding known content identifiers from the real-time database and identifying the unknown media content as the selected known media content from the real-time database, when the unknown content identifiers correspond to known content identifiers in the real-time database; searching the non-real-time database using the unknown content identifiers when the unknown content identifiers do not correspond to known content identifiers in the real-time database; and selecting known media content associated with known content identifiers from the non-real-time database corresponding to the unknown content identifiers and identifying the unknown media content as the selected known media content from the non-real-time database. <EOS>