Alternative row shading is a good techniques for visual reporting.
With Active forms you can easily achieve it by using a formula in column A such as:
=IF(TM1RPTELISCONSOLIDATED($B$20,$B20),"C",MOD(ROW(),2))
This formula will then return a result of C, 1 or 0 and your format range just needs to cater for these with 1 and 0 being different shading.