A system for providing multimedia ring back for a voice-call is disclosed. The system may include an MMRB for VC control module and a network access module operatively connected to the MMRB. The network access module is adapted to interface the MMRB with external network components. The MMRB is responsive to indication that a caller is inviting a callee to join a voice-call wherein the caller and/or the callee is subscribed to an MMRB for VC service. The MMRB is responsive to indication that the callee received an invitation message and is now pending acceptance of the voice-call, for causing the caller to adapt its media-specification for the ongoing voice-call establishment process to a media-specification that is compatible with multimedia-content communication, thereby enabling a multimedia-content communication with the caller during at least a portion of the ongoing voice-call establishment process.