Hi Cristina,
In order to achieve this result, you should edit the template of the GridViewRow and change the brushes respectively named ItemBackground_Over and ItemBackground_Selected that are used to paint GridViewRow's background in these states. Also I have prepared an example for you that demonstrates this approach.
Please check the attached project and let me know if you need any additional information.
Best wishes,
Vanya Pavlova
the Telerik team
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