Dynamic provisioning of a switch with custom ringback media

A node in a telephone network such as a switch stores associations between called and calling parties and colored ringback media played by the called party. Later, when the same calling party calls the called party, the node retrieves the stored ringback media and forwards the media to the calling party on behalf of the called party. In one embodiment, the node comprises a switch. In other embodiments, the node is a central server caching called/calling party combinations and associated ringback media and provides the ringback media forwarding function for a distributed population of called parties. Such called parties may comprise wireless phones.