This paper introduces I-MAC, a new medium access control protocol for wireless sensor networks. I-MAC targets at improving both channel utilisation and energy efficiency while taking into account traffic load for each sensor node according to its role in the network. I-MAC reaches its objectives through prioritized and adaptive access to the channel. I-MAC performances obtained through simulations for different network topologies, scenarios and traffic loads show significant improvements in energy efficiency, channel utilization, loss ratio and delay compared to existing protocols.