Network lifetime is a crucial concern for Wireless Multimedia Sensor Networks (WMSNs), particularly due to the energy constraints of their nodes and the significant bitrate required by multimedia applications. This paper deals with this issue, studying how to achieve the maximum network lifetime, and simultaneously satisfying the best aggregate throughput for the multimedia services offered. To this end, we propose a planning model that results in a more accurate solution for an arbitrary network deployment than using the current optimization techniques applied both to WMSNs and traditional Wireless Sensor Networks (WSNs). Our model is based on multi-objective formulation and goal programming, which, to the best of our knowledge, have never been employed in the WSN field. This paper also proposes a load balancing algorithm which ensures a fair traffic load distribution per link during the network operation and matches the values returned by the mathematical planning model for the set lifetime and throughput. Simulation results are presented and further discussed to show the effectiveness of the numerical solutions. Finally, a test-bed deployed in a trial environment validates the theoretical contributions of this work.