"We always check a patient's hormone status when reading a mammogram, " said Dr. Laurel Lemasters of Atlanta Radiology Consultants.

CNN: Health - Hormone replacement may influence mammography accuracy

"When we first pitched the idea, people said, 'You're insane, '" LeMasters says.

CNN: Analysis: Consumers have yet to buy into interactive TV

Advertising in a world where people can skip commercials sounds problematic, but LeMasters is convinced he can sell advertisers on targeted ads, since the service is able to track what people watch.

CNN: Analysis: Consumers have yet to buy into interactive TV