In this paper we consider several notions of alternation in cellular automata: non-uniform, uniform and weak alternation. We study relations among these notions and with alternating Turing machines. It is proved that the languages accepted in polynomial time by alternating Turing machines are those accepted by alternating cellular automata in polynomial time for all the proposed alternating cellular automata. In particular, this is true for the weak model where the difference between existential and universal states is omitted for all the cells except the first one. It is proved that real time alternation in cellular automata is strictly more powerful than real time alternation in Turing machines, with only one read-write tape. Moreover, it is shown that in linear time uniform and weak models agree.