We analyze the emission properties of a new sample of 3,579 type 1 AGN, selected from the SDSS DR7 based on the detection of broad H-{alpha} emission. The sample extends over a broad H-{alpha} luminosity L_bHa_ of 10^40^-10^44^erg/s and a broad H-{alpha} FWHM of 1,000-25,000km/s, which covers the range of black hole mass 10^6^<M_BH_/M{sun}<10^9.5^ and luminosity in Eddington units 10^-3^<L/L_Edd_<1. We combine ROSAT, GALEX and 2MASS observations to form the SED from 2.2um to 2keV. We find the following: 1. The distribution of the H-{alpha} FWHM values is independent of luminosity. 2. The observed mean optical-UV SED is well matched by a fixed shape SED of luminous quasars, which scales linearly with L_bHa_, and a host galaxy contribution. 3. The host galaxy r-band (fibre) luminosity function follows well the luminosity function of inactive non-emission line galaxies (NEG), consistent with a fixed fraction of ~3% of NEG hosting an AGN, regardless of the host luminosity. 4. The hosts of lower luminosity AGN have a mean z band luminosity and u-z colour which are identical to NEG with the same redshift distribution. With increasing L_bHa_ the AGN hosts become bluer and less luminous than NEG. The implied increasing star formation rate with L_bHa_ is consistent with the relation for SDSS type 2 AGN of similar bolometric luminosity. 5. The optical-UV SED of the more luminous AGN shows a small dispersion, consistent with dust reddening of a blue SED, as expected for thermal thin accretion disc emission. 6. There is a rather tight relation of {nu}L_{nu}_(2keV) and L_bHa_, which provides a useful probe for unobscured (true) type 2 AGN. 7. The primary parameter which drives the X-ray to UV emission ratio is the luminosity, rather than M_BH_ or L/L_Edd_.