I don't believe your 90% figure (of exports from the U.S. ending up in Canada), however, I do believe a majority of Canada's exports are U.S. bound. And I also believe that we are each other's largest trading partners.
As for Canadian made TV programs, I believe I've read somewhere that 2/3 of television viewing in French Canada is locally produced (I'm not commenting of it's quality here ...), whereas some 90% of English Canadian television viewing is of American produced programs.
Once you get beyond the News and Hockey Night in Canada, what else is there?
Thus a much stronger identity exists in French Canada (or Québec) than in English Canada.