1. A method comprising: determining, by a computing system, that a query fingerprint of media content being rendered by a media presentation device matches multiple reference fingerprints each corresponding with a different respective channel than each other; responsive to at least determining that the query fingerprint matches the multiple reference fingerprints each corresponding with a different respective channel, performing disambiguation by (i) identifying a fingerprint feature that differs as between the multiple reference fingerprints and (ii) determining that the query fingerprint matches just one of the reference fingerprints as to the identified fingerprint feature, whereby the disambiguation establishes that the media presentation device is receiving the media content on the channel corresponding with the one reference fingerprint; and taking action based on the establishing that the media presentation device is receiving the media content on the channel corresponding with the one reference fingerprint, wherein the computing system includes or has access to channel-data that indicates for the channels corresponding with the multiple reference fingerprints a region of media content that is channel specific, and wherein identifying the fingerprint feature that differs as between the multiple reference fingerprints comprises (i) referring to the data to determine the region of media content that is channel specific and (ii) identifying as the fingerprint feature that differs as between the multiple reference fingerprints a fingerprint feature corresponding with the determined region of media content, and wherein the media content comprises video content, and wherein the region of media content that is channel specific comprises a video frame region that is at least one of (i) at a video frame edge or (ii) where channel identification is presented.