The photoluminescent spectra of CaO and MgO oxides doped with rare-earth ions are studied. Photoluminescence stimulated by IR light at room temperature is observed for the first time. Optically stimulated luminescence in Ca(Mg)O:Eu,Sm for different concentrations of dopants after exposure to UV radiation (?=250 nm) and radiation with ?=488 nm are investigated. A physical model to explain luminescence and stimulated luminescence is proposed. Materials based on alkalineearth oxides activated by rare-earth ions are suitable for multiple rewriting of information.