%% 
%%  An UIT Edition example
%% 
%%  Example 05-04-1 on page 75.
%% 
%%  Copyright (C) 2010 Herbert Voss
%% 
%%  It may be distributed and/or modified under the conditions
%%  of the LaTeX Project Public License, either version 1.3
%%  of this license or (at your option) any later version.
%% 
%%  See http://www.latex-project.org/lppl.txt for details.
%% 
%% 
%% ==== 
% Show page(s) 1
%% 
\documentclass[]{exaarticle}
\pagestyle{empty}
\setlength\textwidth{129.70511pt}
\setlength\parindent{0pt}
\StartShownPreambleCommands
\usepackage[table]{xcolor}
\StopShownPreambleCommands
\begin{document}
\[ \underline{A} =
   \left(\begin{array}{c>{\columncolor{magenta}}cc}
       A & B & C\\
       \rowcolor{cyan} A & \cellcolor{white} BBB & C\\
       A & B & C
   \end{array}\right) \]
\end{document}