Far North fire victim Hugh David Aarons yelled for help as his Kaitaia flat burned and neighbours frantically tried to break down his door to get him out.
Mr Aarons, 51, died in yesterday morning's blaze which may have started in a television or DVD player in the lounge of the one-bedroomed flat, fire safety officers said.
Neighbours heard Mr Aarons calling for help but they were beaten back by the intense heat and could not get inside to rescue him, Fire Safety officer Craig Bain said.
The fire may have been burning for some time before the neighbours heard the sound of popping windows and noticed the flames, firefighters said.
Police also said Mr Aarons, who was a well liked and respected member of the Kaitaia community, may have been an epileptic and that may have contributed to his failure to escape the fire.
Fire safety officers found no sign of smoke alarms although Mr Bain said they had been fitted several years ago and may have been taken down and discarded when the batteries ran low and the alarm began beeping.
"Unfortunately it is something people do."
It was the second time firefighters had been called to the unit in the last few months.
In January firefighters were called to a cooking fire when a pot was left on the stove.
- NZPA
Failed attempt to save neighbour
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