NEW YORK (AP) — Andres Cantor screamed “Goal!” for 38 seconds, four fortissimo shrieks of shock, elation and hysteria that exceeded even the usual volcanic standard set by the Pavarotti of the pitch. Getting ready to broadcast its first World Cup, Telemundo hopes his huge-capacity lungs persuade American viewers that soccer is better in Spanish.

“I never time myself,” the five-time Emmy Award-winning broadcaster said. “If I can have three new people watch soccer because they have this crazy announcer that goes nuts when a goal is scored and that’s what they think about, but they’re watching the game, I’m happy for the game.”

Alongside with the competition on the field will be the battle for American viewers of an audience likely to shrink because of earlier U.S. kickoff times than four years ago —and because this will be the first World Cup since 1986 that won’t have a United States team competing.