In my tableView I set a separator line between cells. I am allowing selection of multiple cells. Here\'s my code for setting selected cell background color:
in my case i was animating a row, so just i needed put some like this:
-(void)tableView:(UITableView *)tableView didSelectRowAtIndexPath:(NSIndexPath *)indexPath {
[tableView beginUpdates];
[tableView deselectRowAtIndexPath:indexPath animated:NO];
//if you are doing any animation you have deselect the row here inside.
[tableView endUpdates];
}