Windows MS Digital Media KB: Custom Actions

Aw Jeez, just ignore me.
I really shoulda Googled first - I found http://www.owenrudge.net/utils/winampcc
Well that's not going to work, the pause exe won't start it playing.
Finally found what I knew existed: http://www.winamp.com/plugins/details.php?id=29828

Hi All,
I have just moved my 'office' into the (now) guest room and so have got a new KB & mouse instead of the KVM.

This new KB has the 5 'My Favorites' buttons but not the extra media control buttons on the pro version:
http://www.microsoft.com/japan/presspass/pressroom/images/041022_Digital_Media_Pro_Keyboard.jpg

I'd like to set them to:

1. Launch Winamp (Easy)
2. Previous
3. Stop
4. Play/Pause
5. Next

Irritatingly the 'Favorite' buttons only allow the launching of files, not the many custom actions such as Play, FFWD, etc available to the other keys.

So can I somehow persuade it otherwise?
Or are those keys basically hardwired batch files or something?