The problem is that the ATK Media utility provided by Asus is completely blocked and, instead of emitting keyboard events (such as regular media keys), displays them in certain applications. The order and name of the applications that he is looking for varies depending on the version and system, but, fortunately, there is a fix!
I just found a solution for this after a while, reading a bunch of sites.
Download the rar package from this blog post: http://3mptylab.blogspot.it/2012/09/how-to-make-asus-notebooks-media-keys.html
Stop the current DMedia.exe process.
Go to the installation folder of ATK Media (usually C: \ Program Files (x86) \ ASUS \ ATK Package \ ATK Media) and rename DMedia.exe to DMedia.exe.old (to be safe).
Place DMedia.exe in the RAR in the ATK Media directory. Double-click it to start it, but it still starts at boot.
Check if the media keys work as they should. Take a beer or watch a movie if it works!
I just tested it in my Asus U30Jc under Win8 Pro 64-bit and it works great! This tool actually compares common keyboard events with media keys on the built-in keyboard, so they work with any application included for this (in some cases, for example, Winamp, you may need to enable global keys).
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