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How do you stop a screaming toddler that is not having a tantrum??? - words for the arrival of a baby

OK, here's the deal. We have a 2 1 / 2 years and is a great guy. It does not break things that rarely get to temper tantrums, and new things very well. The problem is that almost continuously in the field of blood-curdling screams, we all know and love. The difficulty is that the vast majority of cases, not with a tantrum or a nuisance. He wanted to cry. Cris on TV when he sees what he wants. Cries when she hears voices, or something very exciting. Yes, it's a scream when angry / frustrated, but not the most problems.
I think it is to call the attention of all kinds, but I think we give a lot. We always play that small businesses and have a good time. Even then, he says.
We have tried to ignore it. Not good. We have tried to talk to him. Not good. We even tried to give him a stern word about it. It helps about 20 minutes, but certainly not yet been resolved.
We still have a baby (3 months), but they arCompetition does arrive crying. He is already much longer than she is. Now it is more difficult to address under the care of a child.

Please help!