Favourites keys on microsoft business keyboard

Does anyone know how i can get these to do things like pause,next, previous for itunes? I have everything else going now that i upgraded to intellitype 6.0 but the software doesnt seem to allow me to assign these to anything but webpages and directories

 

update, ive written some simple scripts that i can get the favourites keys to run but they open in script editor, is there a way to run them directly?

success, i just had to save them as an application and turn off the startup screen. Its laggier than a media key because it has to load the script runner, takes about a second to perform the command but its better than nothing