A B737 LNDG SFO AND COMPUTER TAGGED FOR RWY 28L WAS NOT NOTICED BY LCL CTLR UNTIL SHORT FINAL THAT THE FLT WAS LINED UP ON RWY 28R. A CITATION JET WAS MIDFIELD; DEPARTING RWY 28R AT TIME.

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SOMEWHAT LIGHT NON-DEMANDING ARRS FOR RWYS 28R AND 28L DURING THE 45 MINS I WAS ON POS PRIOR TO INCIDENT. MOST ARRS WERE 4-6 MI IN TRAIL OF THE PREVIOUS ARR WITH AN OCCASIONAL PAIR (ONE FOR THE L AND R). ACFT WERE CHKING IN ON 1 OF 3 APCH CLRNCS ILS RWY 28R VISUAL RWY 28L OR VISUAL RWY 28R. LIGHT NON-DEMANDING DEPS; ADVERTISED DEPARTING RWYS 1L AND 1R WITH OCCASIONAL REQUESTS FOR DEP OFF RWY 28R AND 28L. B733 INBOUND; ALL INDICATIONS WERE THEY WERE ON A VISUAL FOR RWY 28L (DATA TAG). AFTER LISTENING TO THE TAPES; ACFT DID NOT CHK IN UNTIL SHORT FINAL; SO THERE WERE NO VERBAL CLUES. C56X REQUESTED DEP FROM RWY 28R AT INTXN E. SEEING TFC 2 MI FINAL FOR RWY 28L; I CLRED THE CITATION FOR TKOF. AT WHICH POINT THE B733 PLT ADVISED 'WE ARE VERY SHORT FINAL FOR RWY 28R.' AS NOTED ABOVE; THIS WAS THE FIRST XMISSION HEARD FROM THIS ACFT. I INSTRUCTED THEM TO GO AROUND. AT THE TIME OF THE INCIDENT; I DID NOT REMEMBER NOT TALKING TO THE B733 PRIOR TO SENDING THEM AROUND. NOTE: DUE TO THE CLOSE PROX OF THE 2 RWYS (750 FT CTRLINE-TO-CTRLINE) IT IS NEARLY IMPOSSIBLE TO SEE WHICH RWY ACFT ARE LINED UP WITH -- ESPECIALLY AT NIGHT.