Accurately weigh the masses of SMBH in AGN is currently possible for only a small group of local and bright broad-line AGN through reverberation mapping (RM). Statistical demographic studies can be carried out considering the empirical scaling relation between the size of the BLR and the AGN optical continuum luminosity. However, there are still biases against low-luminosity or reddened AGN, in which the rest-frame optical radiation can be severely absorbed/diluted by the host and the BLR emission lines could be hard to detect. Our purpose is to widen the applicability of virial-based SE relations to reliably measure the BH masses also for low-luminosity or intermediate/type 2 AGN that are missed by current methodology. We achieve this goal by calibrating virial relations based on unbiased quantities: the hard X-ray luminosities, in the 2-10 keV and 14-195 keV bands, that are less sensitive to galaxy contamination, and the FWHM of the most important rest-frame NIR and optical BLR emission lines. We built a sample of RM AGN having both X-ray luminosity and broad optical/NIR FWHM measurements available in order to calibrate new virial BH mass estimators. We found that the FWHM of the H$alpha$, H$beta$ and NIR lines (i.e. Pa$alpha$, Pa$beta$ and HeI$lambda$10830) all correlate each other having negligible or small offsets. This result allowed us to derive virial BH mass estimators based on either the 2-10 keV or 14-195 keV luminosity. We took also into account the recent determination of the different virial coefficients $f$ for pseudo and classical bulges. By splitting the sample according to the bulge type and adopting separate $f$ factors we found that our virial relations predict BH masses of AGN hosted in pseudobulges $sim$0.5 dex smaller than in classical bulges. Assuming the same average $f$ factor for both populations, a difference of $sim$0.2 dex is still found.
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