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Blake Shelton on 'Voice' rival Levine: 'I live to make him feel bad about himself'

It's an all new-season on "The Voice," but some things never change. Coaches still spin their chairs around to find big vocal talent in surprising packages, they still work hard to persuade those vocalists to join their teams, and two of the coaches, well, they're still locked in a lively rivalry.

Yes, the bickering between three-time winner Blake Shelton and one-time winner Adam Levine lives on — and that's just fine by Shelton.

"(It) makes me happy," the country crooner said during a Wednesday morning visit to TODAY. "I live to make him feel bad about himself."

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Blake Shelton: I had hard time putting team together

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Blake Shelton: I had hard time putting team together

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What's behind all that tension?

"I would say, where there's smoke there's fire," Shelton joked. "We're very attracted to each other. I'm already married, so it's never going to work out."

In all seriousness, it just comes down to their battle to beat each other — and their fellow coaches Christina Aguilera and Cee Lo Green. A feat Shelton hopes to claim once again this season, no matter what anyone thinks.

"(My winning streak) may be boring to you, but it's very exciting to me," he insisted with a smile. "That's my competition. I don't care if they like it or not."

One mentor giving Team Blake a boost this time around will be Grammy winner (and Oscar, Emmy and Golden Globe winner) Cher. And while their musical styles are very different, Shelton couldn't be happier to have her on board.

"I'll tell you what, I love her," he said. "Looking back on all the movies and things she's been in — she's just playing herself. … She doesn't take herself that seriously, but she doesn't take any crap off of anybody either. You know what I mean? She actually reminds me of my wife (Miranda Lambert) a lot, I mean, as far as she's a very strong woman."

See how her strength helps his team later in the season. "The Voice" airs on Mondays and Tuesdays on NBC.