From one perspective, an apparatus receives a request for a calling terminal device to initiate a session with a called terminal device. Based on the request, the apparatus obtains a storage address of the multimedia resource, and sends the address to the called terminal device. Based on sending the address the apparatus receives, from the called terminal device, a message indicating the called terminal device is playing the multimedia resource, and a message indicating that the called terminal device is off-hook. The called terminal device stops playing the multimedia resource when off-hook. From another perspective, a terminal device receives a storage address of a multimedia resource from a service management entity. The terminal device downloads the multimedia resource from a resource storage entity, and plays the multimedia resource as part of ringing, and before detecting that it is off-hook. The terminal device ceases playback after detecting it is off-hook.