Implementing a multimedia calling line identification presentation service. A multimedia resource notification module obtains a storage address of a multimedia resource that is stored by a resource storage entity and that is subscribed to by a calling terminal, and sends the storage address of the multimedia resource to a resource playing entity. A service management module establishes a media channel between the resource playing entity and the called terminal for playing the multimedia resource. Establishing the media channel includes sending multimedia session information to the called terminal, the multimedia session information having been received by the service management module from the resource playing entity. Establishing the media channel also includes sending negotiated multimedia session information to the resource playing entity, the negotiated multimedia session information having been received by the service management module from the called terminal.