Steve "The Crocodile Hunter" Irwin is dead after being attacked by a stingray on the Great Barrier Reef during the filming of a new TV series.
The 44-year-old's heart is believed to have been pierced by the stingray's barb.
He was filming an underwater documentary at Batt Reef near the Low Isles about 32 nautical miles off Port Douglas when the accident occurred.
According to a Queensland Ambulance Service spokesman, a Cairns ambulance chopper made an emergency flight to an island in the area just after 11am today.
An intensive care doctor and a paramedic attempted to treat the popular crocodile wrangler – who had a puncture wound in the left side of his chest - without success.
He was pronounced dead on the island, and his body is now being flown to Cairns.
Professor Geoff Jones, of James Cook University's Marine Biology Department, said he did not want not speculate on what Irwin was doing when struck by the stingray but that it must have been unusual.
He said it was possible the barb alone – regardless of the stingray's toxin - had been responsible for the death.
"It's a bit like being stabbed with a bayonet," he said. "If it stays in, you can survive, but if it's withdrawn, whipped in and out, then I don't think you can survive the bleeding."
Irwin - known worldwide as the Crocodile Hunter - is famous for his enthusiasm for wildlife and his catchcry "Crikey!".
He's also starred in movies and has developed the Australia Zoo wildlife park, north of Brisbane, which was started by his parents Bob and Lyn Irwin.
Irwin and his wife Terri have two children: a daughter, Bindi Sue Irwin, eight, and a son, Robert (Bob) Clarence Irwin, three.
Bob was involved in a controversial incident in January, 2004, when his father dangled him near a crocodile at Australia Zoo.
Child welfare and animal rights groups criticised his actions as irresponsible and tantamount to child abuse.
Irwin said any danger to his son was only a perceived danger and that he was in complete control of the situation.
In June 2004, Irwin came under fire again when it was alleged he came too close to and disturbed some whales, seals and penguins while filming a documentary in Antarctica.
Interacting with Antarctic wildlife in a disapproved manner may be a breach of Australian federal and international laws. But the issue ended without charges being filed.
Irwin had close links with Prime Minister John Howard and was a guest at The Lodge during a function for US President George W Bush in 2003.
Foreign Minister Alexander Downer, who used a photograph of his family at Australia Zoo for his official Christmas card last year, hailed Mr Irwin for his work in promoting Australia.
Irwin was heavily involved in last year's "G'Day LA" campaign.
"The minister knew him, was fond of him and was very, very appreciative of all the work he'd done to promote Australia overseas," a spokesman said.
Irwin also championed many environmental projects.
These included the Steve Irwin Conservation Foundation, and International Crocodile Rescue.
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i loved this bloke such a legend around these parts! such a sad day here in australia and i guess even to the world! He is extremely popualr here in australia and america!
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