There seems to have been a change in Rediff’s (NSDQ: REDF) content strategy, from a creator of original content to an aggregator of sorts. Rediffmail has integrated news feeds from Orkut and Facebook with the stated objective being “to help users discover content on social networking platforms without actually visiting them.”

The release quotes Venki Nishtala, CTO, Rediff.com, as stating that email is becoming a dashboard of user activities. As Ashish noted, this is the battle for the starting point, which in this case could serve Rediff well considering their established userbase and that it essentially has always been a news service. Adding snippets of third party services with a combination of Rediff’s own homebrewed offerings could be a step in that direction. Also noticed they have added a Media Store where users can upload videos, pics and music using iShare.

As an aside, CS has learned that Rediff’s long standing Head of Product, Jasmeet Singh, has put in his papers. No official word is out as yet neither are details on Singh’s next move.