it sound like the safety device inside the fire is working as it should. Reasons could be:
1. lack of oxygen getting to burner (aeration port blocked)
2. Spillage of combustion products (problem with flue pull)
The latter being more difficult to solve.
However,
If the fire is lighting whilst manualy holding down the control knob then extinguishing when releasing, the thermocouple is at fault. The tip of thermocouple (9-12mm) should be in contact with pilot flame.
Possible remedies:
1) Depending on what type of gas fire i.e DFE (decorative fuel effect) or Radiant, WITH FIRE TURNED OFF, you could remove front part of fire and vacuum around the pilot area, removing any dust, pet hair or other blockage.
Nb. if you have a DFE, the decorative coal/logs are to be positioned as per manufacturers instructions.
2) If it is a problem with the flue, a spillage test would indicate this. However the fire would need to be lit for at least 10 minutes to create sufficient flue pull or lack of.
People with Cats, dogs, large thick pile rugs located by fire etc tend to have blockages at the pilot aeration port. Vacuum generaly solves the problem.
Safety is paramount with gas fires, always seek professional advice. Carbon Monoxide is not friendly!
Dave, February 2009