%% 
%%  A DANTE-Edition example
%% 
%%  Beispiel 03-02-1 auf Seite 117.
%% 
%%  Copyright (C) 2010 H. 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.
%% 

%%Run also: >>  << 
% Show page(s) 1

\documentclass[]{article}
\pagestyle{empty}
\setlength\textwidth{146.59192pt}
\setlength\parindent{0pt}

\usepackage[table]{xcolor}

\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}